H&M Move’s sleek, minimal new ski collection brings fashion and function to the slopes

For its latest ski collection, H&M Move brings the pleasing minimalism of modern Swiss ski chalets – the sharp lines, the understated palette – to the slopes surrounding them. Rendered in vanilla to ivory white, shades of brown and sumptuous black faux leather, the offering is a masterclass in fashion meets function. “Our starting point was this minimalist design aesthetic,” says Concept Designer Frida Hultgård. “We looked at a lot of interior design – hotels in the Alps where it was just concrete and there was a pair of skis against the wall.”

The resulting pieces are stripped down to a sharp silhouette – a clean line from top to toe that oft accents the waist and gives way to a gentle flare at the ankle. This is most apparent in the ski suits, which forgo bells and whistles to present a striking look that’s unmistakably modern. That same ethos is brought to the quiet colour palette. “We aimed for a neutral and more refined colour scheme,” says Hultgård, who herself has been an avid skier since she was a child. “While skiing, we noticed fewer bright, bold colours and colour blocking, so we decided to take that minimalist approach even further and make it more elegant and sophisticated.”

But the collection isn’t notable simply for its pleasing aesthetics; technical elements are seamlessly woven throughout the collection. Many of the pieces are rendered in H&M Move’s signature (and trademarked) performance fabric, StormMove™, which is windproof, waterproof and breathable, ensuring the pieces will keep you protected and dry for ski seasons to come. Meanwhile, the brand’s trademarked ThermoMove™, designed to retain heat, provides warmth in the harshest climates both here in Scandinavia and on mountains abroad.

As ever, the devil is in the details, most notably the goggle cloth tucked into the inside breast pocket of sumptuous down jackets and the zippered arm pocket to hold one’s ski pass. Also integrated into many of the pieces is RECCO technology, which enables both skiers and mountain hikers to be found by search and rescue teams. The collection is rounded out with practical accessories, like a conditions-ready fanny pack, ultra-thin merino wool turtlenecks and long johns. The majority of the materials in the new ski collection are made from recycled materials, such as recycled polyester, recycled down and recycled nylon.

These technical considerations, coupled with the thoughtful aesthetic, give way to pieces that appeal to skiers of all skill levels, from daring piste pros to those who prefer lounging in the chalet (there are also vast-cut trousers and anoraks ideal for snowboarders). For those looking to make a real statement, there’s the ski suit in faux leather so buttery it must be felt to be believed (it also finds its way into a nipped-waist jacket and vest, both of which seamlessly adapt to urban environments). “When we picked this fabric, we wanted to incorporate high fashion with ski,” says Mfon Boman, H&M Move’s Outdoor Product Manager. “To ensure you can actually ski in it, it has to have good stretch and be durable so it doesn’t rip when you put on your ski boots. But you also have to look good and snatched.”

Shot in the cinematic Alps, the collection’s campaign showcases just how performance-ready these pieces are. “Another aim was to bring fashion-forward women to the ski slopes, and we believe we’ve achieved just that—especially with the faux leather pieces,” says Hultgård. “We think we’ve introduced a new type of skier to the mountain.”

H&M Move’s ski collection is available now.