For three months beginning on December 1 each year, EA7 – the sportswear division of the Italian fashion power house that is Giorgio Armani – journeys up the slopes to some of the world’s most prestigious skiing resorts.
But this isn’t an extended Christmas party for the fashion elite or a team-building exercise for the company’s c-suite. This is the EA7 Winter Tour: a special series of events that invites everyone to experience firsthand EA7’s prestigious high-altitude performance outerwear for themselves, all while on the beautiful mountainsides of the world’s most illustrious ski-resorts. At each resort, skiers, snowboarders, and anyone else who likes their sports a little more extreme and on the side of a mountain can visit the specially erected boutique stores and try out the collection firsthand.
The EA7 winter sports collection itself attempts to tread the fine line between the effortless sense of modern style Armani is famous for and the all important technical support you need when you’re raging down a mountain in sub-zero temperatures.
The EA7 Winter Tour this year has already visited Courmayeur (December 8-11), Apertura Official Wintertour (December 17-20; the Ski World Cup), Alta Badia (from December 17 to 19, and then December 29 to January 5) and Campiglio (December 27 to 28). The new year sees EA7 cover Bormio (January 2-4), Livigno (January 7-9), St.Moritz (February 8-10), Corvatsch (February 8-12), Andorra (February 18-20) and finally Val Gardena (from February 24-26).
However, we managed to visit the project in Corvara, Alta Badia, in Italy's Trentino Alto Adige. Watch our exclusive film of the experience, above, before diving into the details of the EA7 winter sports collection here.
The EA7 Winter Tour 2016-17 Dates
Courmayeur: December 8-11 Apertura Official Wintertour: December 17-20 Alta Badia: December 17-19, and December 29 to January 5 Campiglio December 27-28 Bormio: January 2-4 Livigno: January 7-9 St.Moritz: February 8-10 Corvatsch: February 8-12 Andorra: February 18-20 Val Gardena: February 24-26
For more on Giorgio Armani's legacy in sport, read our interview with the legendary fashion designer during his "Emotions of the Athletic Body" exhibition during Milan Fashion Week.