Snowmobiles, Sake, and Costner: 72 Hours of Aspen Wildness

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When the global fashion elite arrived in a New York City covered in sooty, frozen snow last week, some looked for relief from the freezing temperatures by attendingsweaty NYFW parties. Others, maybe, still envisioned a much more charming winter scene.

Only weeks prior, on the final Saturday of January, a prominent group of industry professionals—including celebrities, editors, and high-spending clients—traveled thousands of miles to experience the height of winter in Aspen, Colorado, where Moncler presented the most lavish fashion show seen in the United States this year. The event served as the remarkable highlight of a weekend getaway celebrating Moncler Grenoble, the luxury brand's performance-focused collection.the official launch of its latest store in town.

Throughout the weekend, Moncler occupied Aspen during its peak season, whenthe world's wealthiest skiers—and snow enthusiasts—rush to the upscale resort town for its top-notch ski slopes and lively nightlife. The high-end winter clothing company established their temporary base at the stylish Hotel Jerome, a former center of counterculture where Hunter S. Thompson was often seen during the last years of his life. (As a Hotel Jerome employee told me, the writer even ran for sheriff of Aspen in 1970.) The events began with a cocktail evening in the hotel's dimly lit, deer-antler decorated lobby bar; other extravagant parties followed, including a multi-course dinner at the wooden-walled Caribou Club and a relaxed lunch after skiing at Casa Tua. (Each meal featured gourmet Italian cuisine.) According to a driver I spoke with, the brand had rented more than 150 black SUVs and drivers from nearby states—Utah, Nevada—to transport guests throughout the weekend.

When guests arrived, they were welcomed in their hotel rooms with a huge cocoa-brown tote bag crafted from the same material used in the brand's iconic puffer jackets; inside the gifts were a pair of matching snow boots and a sunscreen sample from the brand's upcoming collaboration with the luxury skincare label Augustinus Bader, set to release later this year. (These free bags, each one big enough to hold a medium-sized Border collie, would later cause difficulties for TSA staff at Aspen's small local airport.) Some of these items were also showcased in the newly opened 2,700-square-foot Moncler Grenoble store nearby, which is located on a corner lot directly across from the brand's original Aspen store that has been open since 2008.

The entrance to the new boutique, characterized by its dark walls and circular, thatched-style roof, gives the impression of entering the enormous trunk of a petrified redwood tree. On the racks, there are sturdy Gore-Tex jackets, technical puffer jackets designed to resemble traditional wool cardigans, and wide-wale corduroy outfits capable of withstanding harsh weather. Inside, a representative shared with me that local customers especially enjoy purchasing matching ski outfits.shackets, and that a baby pink zipper jacket with a retail price of almost $8,000 is among their top-selling items.

The central event—Saturday night's Fall 2026 fashion show—took place outside, several miles into the Rocky Mountains, in a valley at the T-Lazy-7 Ranch. The weather prediction appeared more favorable compared to Moncler Grenoble's earlier location-based celebration,which took placeamidst a real blizzard at a ski resort in the French Alps. (Prior to that, in 2024, the labelpresented the performance in a snow-covered woodlandin Saint Moritz, Switzerland. At a snow-covered step-and-repeat on the way to the runway location, celebrity guests and key clients took pictures; the camera flashes were most intense for Moncler’s most well-known brand ambassadors such asKevin Costner, Adrien Brody, Blackpink’s Jennie, Emily Ratajkowski, Orlando Bloom, and the timeless WinterOlympics VIP Shaun White.

Continuing with the event's "no-expenses-spared" approach, all of us 400-plus attendees received the same brown puffer vests, hats, and gloves to wear while waiting in line to be taken, one at a time, by a chartered snowmobile to the location. (Similar to the previously mentioned SUVs, this group of 70 snowmobiles had been specifically arranged for the event.) During the five-minute journey along a winding forest path with my quiet driver at the controls, our route was illuminated by a waxing gibbous moon. Through the opening in my provided helmet, I gazed upward at the clear winter sky and traced a distinct line of stars—the constellation Orion’s Belt—as we sped past snowy pines and paper birch trees, ascending in elevation.

At the end of the venue was an astonishingly large set—a field of snow mounds that brought to mind artist Maya Lin's renowned earthworks—flanked by a dense forest and a wall of theater-style seating. The setup started back in October. Guests were given Moncler-branded Yeti flasks with their selection of warm chai or sake. The stadium-style benches were heated, but each also had a wool blanket and an electronic hand warmer. (Even the luxurious porta-potties in the backstage area had Aesop hand soap.)

A display of unprecedented scale followed, rarely seen in fashion shows in the US, due to its substantial European luxury budget. After many extras dressed in monastic white puffer garments came out from the woods and stood on the mounds, a procession of over 100 models, led by Gigi Hadid, made their way down the snowy, sloped runway, each wearing shoes encased with metal microspikes to maintain traction on the surface. Marching to a playlist filled with hits ranging from Mazzy Star’s “Fade Into You” to David Bowie’s “Heroes,” the models presented Alpine-cowboy-style skiwear including fringed-suede technical jackets, wool sweaters, and plaid shirts tucked into blue jeans withIndiana Jones- type hats, along with complete snow outfits featuring reflective goggles and branded snowboards. Before the finale, a Minnie Ripperton song transitioned into Kate Bush's "Running Up That Hill," played at a loud volume that echoed into the chilly night:Come on sweetie, let's share the experience.And certainly, exchange the experience we had.

Later, guests assembled a short distance down the mountain for a saloon-themed party. It's amusing how the dead of winter is when a cold place like Aspen truly comes to life. The same applies to a brand like Moncler, which has maintained its peak season this month—coinciding with the Italian Winter Olympics, no less—witha focused Moncler Grenoble displayin Milan, an exhibition of its winter clothing calledThe Beyond Performance ExhibitFor the affluent ski and fashion aficionados who are currently in the area of the Games, the exhibition will be available for viewing until the end of the month.

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