Daily Front Row

2009 February 25

On and Off the Slopes

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(MILAN) Moncler, consider yourself warned. Three seasons after its acquisition by Aeffe, the Swiss brand Authier, focused on ski and apres-ski fashion, is primed for a category shake-up. Designed by Gustavo Sangiorgi, Authier's tech-heavy outerwear has long been a staple on slopes from St. Moritz to Aspen, and its mountain-friendly pieces (wool sweaters, leather jackets) have earned this brand a steady following of outdoorsy types since it was founded in 1910.

For Fall 2009, shown today in Milan, Authier offers an even wider range of apparel, ranging from a relatively straightforward quilted jacket ($695) to a full-length belted coat with a hood forged entirely of fur ($1,500).  While these cater to urbanites as well as athletes, an ample offering of sleek waterproof outerwear will service the most serious skiers in the world. Essentially, Authier is remaking itself into a lifestyle brand, where the sporting life translates into tremendously wearable urban apparel.

As one of the very few brands of its type to be made in Italy, Authier has gained a strong retail presence in North America, recently landing at Neiman Marcus, Saks Fifth Avenue and scores of specialty stores, outpacing other categories more immediately hit by the recession. In an attempt to increase its visibility, the brand made its first foray into the entertainment world by hosting a suite at the Sundance Film Festival in January, outfitting Emmy Rossum, Ashley Judd, Saffron Burrows, Tea Leoni, and Emma Roberts.
ASHLEY BAKER