Asians the trendsetters in modern ski wear, just look at Niseko in Japan, says retailer catering to Instagram generation’s love of winter holidays

Winter sports holidays are growing in popularity among Asians, and the social media generation is driving demand for modern ski wear they can look good in

The founder of Hong Kong-based The Ski Project spotted a gap in the market for European ski wear. Asians are setting the trends on and off the slopes, she says

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Stella McCartney goggles and Perfect Moment jacket from online retailer Net-a-Porter. The popularity of snow sports has increased in Asia, and China’s hosting of the Winter Olympics in 2022 will reinforce that, says Net-a-Porter’s global buying director.

Published: 4:15pm, 3 Jan 2020Updated: 9:25pm, 4 Jan 2020

A typical winter holiday for Asians used to consist of a tropical beach getaway. More people, however, are swapping their beach attire for ski wear as winter sports and tourism grow. Emerging destinations in countries such as Japan and South Korea have made accessing the slopes easier.

“The popularity of snow sports has increased in the region, driving the demand for ski wear and equipment. As China will be hosting the upcoming Winter Olympics in 2022, it is expected that ski wear will continue to boom,” says Elizabeth von der Goltz, global buying director at online fashion retailer Net-a-Porter.

Ski wear may be a seasonal business but in the past few years, the category has evolved to meet the demands of its growing customer base. Once dominated by heritage brands, it has welcomed new players that appeal to customers with different tastes and needs.

Despite this, the offerings in Asia have been limited compared to mature markets such as Europe, which is why Hong Kong-based former fashion executive Sandy Ip decided to launch The Ski Project.

Sandy Ip founded The Ski Project after finding a lack of modern ski wear in Niseko, Japan.

Stella McCartney goggles and Perfect Moment jacket from Net-a-Porter.