Rossignol to enter fashion arena

French ski brand Rossignol is the latest company to expand its designs beyond the pistes. The company is on its way to become a credible fashion brand by appointing the former Pierre Balmain executive Alessandro Locatelli to direct the push into the high-end sportswear and fashion lifestyle segment.

The company has put together an all-new design team, opened six fashion boutiques in the Alps, and will showcase its collection during Milan Fashion Week.

A distinctive sport-chic line will be divided into Ski, Après-Ski and Urban categories, “where technical performance meets fashion style to deliver a functional yet refined wardrobe for everyday modern life, designed perfectly for both the slopes and the city streets”, Rosssignol said.

The first collection will be launched in January

The debut men's and women's collections will be released in January and February to coincide with Milan Fashion Week. The presentations will take place at Rossignol Apparel’s new headquarters in Corso Venezia, Milan, opened last month.

"I would like the brand to express the fusion of technology with elegance," said Locatelli, who was previously general manager of Pierre Balmain, Costume National and Ittierre Group, former licensee of major brands such as Galliano and Just Cavalli.

Rossignol aims to increase the portion of revenue it earns from skiwear from 10 percent currently, Locatelli said. Total sales amounted to 241 million euros in its last financial year ended March 31.

Locatelli also said Rossignol would be revamping its boutique in Chamonix and opening six mono-brand stores in Megeve, Courmayer, Cortina d'Ampezzo, Crans Montana and St Moritz over the next few months.

The collections will be also sold in selected sporting-goods stores, high-end contemporary multi-brand boutiques and high-end department stores.

Bruno Cercley, CEO of the Rossignol Group, said: "We believe Rossignol is uniquely positioned to enter the apparel market. We have a strong winter sport heritage, technical competence and global distribution through 10.000 doors; we have matched this with a new design team that brings style and fashion to the equation. We are truly grateful to have Alessandro on board to lead this important venture for us.”

Locatelli added: "I am honoured to be part of the Rossignol Group and thrilled about this much-awaited challenge. I firmly believe that infusing Rossignol's heritage onto contemporary lifestyle wear will make our collections unique and authentic. It's a whole new chapter to write."