Fashion.at

25 October 2024

Austrian ski resort Sölden launches a fashion-inspired campaign with Brazilian ski racer Lucas Pinheiro Braathen to coincide with the opening of the Ski World Cup



Today Fashion.at received information about the new ambassador of the Austrian winter sports resort Sölden, where the World Cup ski races will take place starting tomorrow. The campaign visuals look like stylish fashion shoots; no wonder, as the photographer behind them is known for his work for glossy magazines such as Vogue and brands like Dior or Cartier. Fashion.at took a closer look and talked to a representative of Sölden.

The latest Icon of the Alps winter campaign for Sölden in Tyrol, Austria, introduces Norwegian-Brazilian World Cup ski racer Lucas Pinheiro Braathen, representing Brazil, as the new face of the destination. At 24, Braathen is making waves as he returns to competition for the first time since announcing a temporary retirement in 2023. Known for his showmanship and unique approach, Braathen sees skiing as "the most aesthetic sport in the world" and wants to broaden its appeal. In a video on https://www.soelden.com/, the athlete talks about his career, how his love for the sport was born on the streets of Sao Paulo, and his strong connection to Sölden.

The campaign for Sölden by Saint Elmo's Tourism, part of the global Serviceplan Group, was shot by Austrian photographer Andreas Ortner, whose client list at https://www.andreasortner.com/ reads like a directory of luxury fashion. The campaign images feature a group of young people dressed in stylish winter sportswear, highlighting Sölden's blend of sports and lifestyle at landmarks such as the Ice Q restaurant at the top of Gaislachkogl, famous from the James Bond film Spectre. The campaign video on Instagram was shot in and around the building.

The pieces with the 'Sölden' print were specially styled for the campaign photo shoot. A representative of Sölden told Fashion.at in a phone call today that there are currently no plans to produce a dedicated 'Sölden' apparel line, but that this could change in the future.

The campaign aligns with Braathen's return to ski racing at the World Cup opening in Sölden, where he began his World Cup racing success story in 2020. Braathen's partnership with Sölden aims to attract new audiences to winter sports by combining skiing with entertainment, reflecting his personal mission to inspire and entertain.

The opening of the World Cup in Sölden on October 26th and 27th sets the stage for Braathen's return and promises a packed program. The races will be held on the Rettenbach Glacier, starting with the women's giant slalom on Austria's national holiday, October 26, followed by the men's race on October 27. The steep slope has been confirmed by the International Ski Federation (FIS) to be in top condition and ready to welcome tens of thousands of fans and athletes from various countries, including Austria, Switzerland, Italy, France, the USA and beyond.

Image: The picture shows one of the images from the 'Icon of the Alps' campaign for Sölden, Winter 2024/25. Photo: © Ötztal Tourismus.

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