For autumn/winter 2025/26, Gucci is expanding into high-performance mountainwear by launching its first winter sportswear collection, Altitude. The line combines advanced functionality with Gucci’s signature aesthetic and is fronted by brand ambassador Jannik Sinner.
Altitude blends design and performance
The men’s and women’s collection includes ready-to-wear, accessories and footwear that merge performance innovation with luxury craftsmanship. Key features include breathable three-layer fabrics, water-resistant finishes and functional details designed for comfort and mobility. The line also incorporates performance eyewear – ski masks and sunglasses – adorned with Gucci’s signature branding.
Equipment partnership with Head
In collaboration with Austrian ski equipment brand Head, Gucci has developed a line of high-performance skis, snowboards, poles, helmets and bags, each decorated with the iconic Web stripe. The partnership signals Gucci’s ambition to blend technical precision with fashion-led storytelling.
Jannik Sinner fronts Altitude campaign
The launch campaign stars Jannik Sinner, the Italian tennis champion who secured the world number-one ranking after winning the Paris ATP Masters 1000. Sinner embodies the fusion of sport and luxury at the heart of the collection.
Our SGI Europe take
With Altitude, Gucci joins a growing wave of luxury houses – from Dior to Chanel and Louis Vuitton – exploring the winter sportswear and athleisure segment, where fashion and performance increasingly converge. Just 100 days before Milano-Cortina 2026, which promises to be the most fashionable Winter Olympics ever, the direction brands are taking is clear: toward a high-end blurring of the lines between ski slopes and catwalks.
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