Aspen Après-Ski Style Has Hit Peak Luxury

When I ask Kendall Jenner to name the most essential designer for an Aspen pop-up shop in the heart of winter, I expect to hear a winter sport brand or maybe a designer known for shearling coats and winter boots. She doesn’t hesitate to correct my miscalculation: “The obvious one is the Row.”

It was a rookie mistake on my part. Before setting foot in Aspen, I imagined the slopeside and après-ski clothing would channel a Hallmark holiday movie (cable knit sweaters, plaid flannel) more than the elegantly minimal sensibilities of the Olsen twins. But walking through the snow-globe-esque center of town, past a new Bottega Veneta outpost and established neighbors like Loro Piana, Prada, and Chanel, and into FWRD’s debut Aspen pop-up, it became obvious that today’s best ski-town fashion is really just winter luxury dialed up several opulent degrees. Hence, the Row.

BFA, Marc Patrick

“It’s a no-brainer for me, and I love them, and they just in my eyes can do absolutely no wrong,” Jenner elaborates from a corner of the FWRD store, in a Rick Owens jacket, coordinating pants, and pointed Saint Laurent heels.

Her sleek outfit was another subversion of après-ski expectations—and a reflection of the pieces she curated for the new store as FWRD’s creative director. The shopping destination, which will stay open on Aspen’s East Hyman Avenue until March, combines new pieces by the likes of Chloé, Ferragamo, and the Attico with a selection of rare vintage bags and ready-to-wear by Chanel, Hermès, and Fendi, among others. (A sample: One shelf display featured a jumbo silver Chanel flap bag—embellished with faux ice cubes.) The only plaid in sight is checked Burberry wool.

a store with many hats on display

The FWRD edit includes a deep selection of vintage Chanel, Fendi, and Hermès bags (and only some with shearling).


It doesn’t feel like guesswork to say the store reflects Jenner’s own L.A.-meets-Aspen closet, or the closets of the seasonal regulars who spend December through February taking over the town. Luxury designers have responded to the Aspen scene with dedicated capsule collections of intarsia knits and ripstop snow pants for a few seasons now—but it’s their more advanced winter offering that’s actually worn to dinner that turns into dancing at the Snow Lodge or a summit at the Caribou Club.

FWRD chief brand officer and Jenner confidante Raissa Gerona says that connecting with Aspen’s fashion scene required a special balance—one embodied by her own evening look: a Khaite faux fur jacket and Helsa miniskirt. “You can definitely see that [the store is] more Aspen, but we didn’t go full on ski, which I think is really smart. We have the Moncler and even the Balenciagas of the world making skis and outerwear and skiwear, but if you look around where we are, everyone is dressing up.”

a woman in a black coat


For Jenner, leaning into the season’s richest textures and warmest shades—her current favorite is chocolate brown—is a form of fashion escapism that materializes on every rack. “I think it’s always so fun to dress up for snowy weather,” she says. “I’m from L.A., so for me, it doesn’t get ever that cold. To be able to really layer up and dress up, I think it’s so fun.”

The model tries to visit Aspen whenever she can—both to snowboard and visit friends, but also to tap into the sort of fashion Southern California can’t accommodate. “Here, I love a good faux fur—anything warm and cozy,” she adds. “I wore a really amazing YSL leather puffer today.”

In a playground for high fashion and wintry nightlife, there’s as much a need for a great dress and heels as a reliable ski jacket. Functionality is just for the lift; fashion is what matters in town.

Before surveying the rest of the store, Jenner mentions a recent “no-pant moment” that summed up the highlights of her winter style—in Aspen or anywhere else. “I just wore a Bottega coat out the other night, and all I had under was little briefs and a tight black tee,” she says. “I’ll probably wear that five times this week.” Not a cable knit sweater to be seen.

Wally Foldover Boot
Staud Wally Foldover Boot
Small Slouchy Banana Bag
The Row Small Slouchy Banana Bag
Tedgirl Coat
Max Mara Tedgirl Coat

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Shai Cable Knit Dress
Helsa Shai Cable Knit Dress
Ever 2.0 XS Tote Bag
Balenciaga Ever 2.0 XS Tote Bag
Pista Top
Danielle Socks
Classic Cloudpeak Boot
Ugg Classic Cloudpeak Boot
Dissco Puffer Jacket
Shoreditch Ski Club Dissco Puffer Jacket
Mini Hop Hobo Bag
Bottega Veneta Mini Hop Hobo Bag
Crop Top
Shoreditch Ski Club Crop Top
Vitesse Sunglasses
Moncler Vitesse Sunglasses

Halie LeSavage is the fashion commerce editor at Harper’s BAZAAR. Her style reporting covers everything from reviewing the best designer products to profiling emerging brands and designers. Previously, she was the founding retail writer at Morning Brew and a fashion associate at Glamour.