Marks and Spencer is one of the latest UK high-street brands to launch a ski-wear collection. Even supermarket Lidl are in on the action, with their ski range starting from £3.99. This follows earlier moves by fast-fashion retailers such as Topshop who launched SNO in the mid 2010’s and Zara’s imaginatively titled Zara Ski collection, which launched in 2023.
Fast fashion brand PrettyLittleThing’s Apres Ski edit (a collection of clothes chosen for a specific theme) tells potential shoppers that going skiing is “not necessarily essential” which is good, because many of the products in the collection are listed as athleisure, not sportswear.
