Sharp shoulders, flared trousers and faux fur against a glacier sky. For winter 2026, H&M MOVE swaps the shapeless ski uniform for something much closer to a tailored suit, and Danish photographer Casper Sejersen is behind the lens.
Skiwear has spent years being designed purely for the mountain. Function came first, and style was an afterthought, if it was considered at all. H&M MOVE's new winter collection reverses that. It pairs the proportions and precision of tailoring with genuine technical performance, and the result looks as at home in a fashion editorial as on a red run.
The campaign was shot in the Alps by Sejersen, a photographer and filmmaker known for his distinctive, considered imagery. The collection lands globally in selected stores and online at hm.com on 2 November.
The mountain as a studio
Outdoor campaigns usually let the scenery do the talking: vast peaks, tiny figures, plenty of drama. Sejersen set out to break that habit. Rather than letting the Alpine landscape dictate the pictures, he treated the location almost like a studio. He worked with horizon lines, natural textures and carefully built frames to create a visual world of his own.
The images are cool, graphic and slightly surreal. A model stands in a glass tunnel suspended above the clouds. A gold visor glints beneath a cloud of faux fur. A single skier is captured in sequence down the slope. For Sejersen, the link between sport and style is obvious: "I have always thought that performance is very stylish. When you put people in clothes made for a specific purpose, like skiing, it becomes fashionable in my world. Performance and stylish go hand in hand."
Tailoring, translated for the slopes
The tailoring influence is clearest in the silhouettes. The standout pieces are a suit-inspired ski jacket, fitted flared trousers and sculptural barrel-leg pants, with relaxed snowboard jackets and trousers for a looser, easier shape. The cuts are deliberate and the lines are clean. These clothes are clearly designed to be looked at.
Even so, nothing is purely for show. "We wanted to explore what happens when the precision of tailoring meets the demands of the mountain," says Marie Fredros, Head of Design at H&M MOVE. "The silhouettes are more sculpted and considered, but every design decision still begins with movement, protection and comfort."
A palette made for snow
The colours are tightly controlled: black, alpine white, muted purple and a rich espresso brown. Against snow and pale sky they look polished rather than loud, which is a welcome change from the neon that ski slopes are known for.
Texture adds the softness. Faux fur, plush fleece and wool-blend knits sit alongside the clean technical shells, so a sharp jacket gains a cosy, tactile edge. It's the same contrast that makes a tailored coat over a chunky knit work in the city, moved up a mountain.
Built for the mountain
To make sure the technical side matches the fashion credentials, the collection was developed with outdoor experts Grand Studio. Key pieces use waterproof and windproof StormMove™ fabric and insulating ThermoMove™, and include built-in RECCO® reflector technology, which helps rescue teams locate skiers in an emergency.
Ski goggles, sunglasses, balaclavas and other accessories complete the collection. In the campaign they're styled as statement pieces, from mirrored gold lenses to sculpted knitted hoods, rather than as practical extras.
See the collection in motion
Get the look
- Start with the jacket. A suit-inspired ski jacket brings structure to the whole outfit, so build everything else around it.
- Play with the leg shape. Fitted flares lengthen the line over ski boots, while barrel-leg pants give a more sculptural, directional feel.
- Keep it tonal. Pair espresso with cream, or black with black, for the campaign's quiet, polished look.
- Add one soft texture. A faux fur hood, fleece layer or wool-blend knit warms up clean technical lines.
- Treat accessories as jewellery. Tinted goggles and a fitted balaclava finish the look as much as they protect.
The details
The H&M MOVE winter 2026 collection launches globally on 2 November in selected H&M stores and online at hm.com/move. Follow @hm_move on Instagram for more inspiration.
Heading to the slopes this winter? Share your après-ski style on Instagram and tag us #annelouisemag.
