Winter sports scream glamour, but women’s ski-wear falls short when it comes to actually skiing

By Tamsin Johnson, PhD candidate in visual cultures, Nottingham Trent University

Marks and Spencer is one of the latest UK high-street brands to launch a ski-wear collection. Even supermarket Lidl are in on the action, with their ski range starting from £3.99. This follows earlier moves by fast-fashion retailers such as Topshop who launched SNO in the mid 2010’s and Zara’s imaginatively titled Zara Ski collection, which launched in 2023.

Fast fashion brand PrettyLittleThing’s Apres Ski edit (a collection of clothes chosen for a specific theme) tells potential shoppers that going skiing is “not…

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