Balmain is landing in Aspen, Colorado, this week. And it’s not alone.

The French brand is an element of a growing variety of fashion houses holding events and opening temporary pop-up shops in mountain resorts for the vacations, chasing the growing ski gear and equipment market that in keeping with Future Market Insights, is projected to have a worldwide revenue size of $1.6 billion in 2022 and $2.26 billion by 2032.

The trend led Giorgio Armani to St. Moritz, Switzerland, on Dec. 10 to present a runway show for Neve, a recent skiwear line, and it has seen quite a lot of players, including Louis Vuitton, Pucci, Farm Rio and Off-White, launching recent skiwear brands this season.

Aspen Skiing Company, which owns and operates Colorado’s Aspen Snowmass in addition to The Little Nell and Limelight Hotels, was on the forefront of the fashionable skiwear movement, launching its own luxury clothing brand and flagship store AspenX in 2021. The brand was conceptualized by artist Paul Crown, and has collaborated with Prada on three skiwear collections.

Now, other luxury players are flocking to celeb-loved Aspen, where Kendall and Kylie Jenner have already landed for the season, wearing statement coats and shopping the local boutiques.

Balmain is taking over residence at One Hour Ahead downtown Dec. 16 to Jan. 6, for the second stop of its Villa Balmain virtual reality experience that debuted during Art Basel Miami Beach. Taking on a 2,300-square-foot gallery space, the pop-up mixes fashion, tech and art to showcase Balmain’s Egyptian-inspired resort 2023 collection and Apres Ski collection.

Max Mara is popping up within the Colorado ski town starting Dec. 16, on the Aspen Times Printing House at Hotel Jerome.

Outside, the Italian luxury brand will install a life-sized ice sculpture of Max the Teddy, the brand’s unofficial mascot, and a custom branded cart serving hot chocolate and roasted chestnuts.

Inside, imagery of vintage Italian ski posters of the Dolomites shall be delivered to life through vignettes designed by creative duo And Or Endlessly, including moving images in high-definition projections and on LED screens.

The shop will feature the brand’s full assortment of seasonal outerwear, including its popular Teddy coats.

Stockholm-based Totême shall be opening a short lived residency Dec. 14 to March 31 at beloved Aspen multibrand store Max. The residency space, which last 12 months was taken by Gabriela Hearst, has been redone to in Swedish natural style with numerous contemporary textiles and birch wood.

Founded by Elin Kling and Karl Lindman in 2014, Totême has won over celebs like Selena Gomez, Hailey Bieber and Rosie Huntington-Whiteley with its camel wrap coats, boxy blazers, black shifts and striped fisherman sweaters.

The space will sell the brand’s latest collections, hand-picked with the Aspen woman in mind, including coats, shoes and accessories, and a shearling tote created exclusively for the shop.