Tra Cortina d’Ampezzo, St. Moritz, Zermatt and the most iconic peaks of the Alps, the white week 2026 turns into a style itinerary. In view of the Milan Cortina 2026 Olympic and Paralympic Games, the high altitudes are filled with branded places to discover.
designer refuges, exclusive corners and couture huts where Coccinelle, Omega, Mytheresa and other excellent fashion brands redesign the mountain experience. For those who want to experience glamor even on the slopes and in their surroundings. Through après-ski shopping, relaxation breaks and convivial moments in the most sought-after chalets of the season.
Winter pop-ups and boutiques
As the countdown towards the Milan Cortina 2026 Olympic and Paralympic Games accelerates, high altitude becomes the new theater of fashion desire. On the snowy slopes and among the postcard views, the signed corners. Refuges transformed into glamorous living rooms, couture cabins where fashion meets experience. Places where style transforms, with a fairytale charm given to the total white background. Brands design temporary spaces and takeovers winter designed for those who love the mountains as much as shopping. For those who, after skiing, treat themselves to a fashion break in front of a hot chocolate, between a shop window and a lit fireplace.
The world of fashion at high altitude
The new Resort Collections and capsules dedicated to white week 2026tell of a sophisticated, feminine mountain, never technical in the cold sense. The 80s and 90s silhouettes are back, but softened by enveloping volumes, important shoulders, oversized sweaters and down jackets that look like hugs. It is the triumph of glamorous comfortdesigned to experience the snow lightly. But also to treat yourself to a designer gastronomic break or an experience shopping at altitude.
The brands in winter holiday version
In fact, true luxury is entering a place and feeling part of a story. This is how the corners at the top, refuges and chalets are born, elegant and refined in every detail, which become natural extensions of the brand’s identity. Ladybugs return to Capanna Tondi refuge for theWinter 2025/2026confirming that the style can survive even at 2,000 meters altitude.
Ladybugs at Rifugio Capanna. (Photo Courtesy of Press Office)
Among the fairy-tale views and the crisp air of the Dolomitesthe shelter turns into a small set. The interiors, restaurant and terrace are dressed in the powder pink and petrol green characteristic of the brand. Perfect for artfully framing the long series of events, initiatives and creative projects signed by the brand of elegant bags and accessories.
Après-ski shopping destinations
Own Cortina d’Ampezzoin fact, is the capital of Alpine luxury. The boutiques multiply and interact with the atmosphere of the Grand Chalets. In view of Milano Cortina 2026, too Omega strengthens its presence with a flagship that becomes a point of reference for those who experience the mountains as a total experience, between sport, style and the passing of time.
Meanwhile a St. Moritzthe concept Maison Mytheresa it is a space furnished in a voluptuous style, which reinterprets the concept of shopping as an exclusive club.
A private address, as luxurious as a boutique hotelswhere winter rituals become a pleasure and a moment to indulge. Maybe after the last descent, with your boots still on your feet and your gaze already focused on the next trend.