Born in the French Alps, Perfect Moment was founded in 1984 by Thierry Donard, a professional skier and extreme-sports filmmaker – his work even includes shooting James Bond sequences. His vision with Perfect Moment was to fuse high-performance skiwear and cinematic style, creating ski clothing that is as striking as it is high-performance. And now, the brand brings its AW25 collection to Verbier, Switzerland, home to some of the world’s most storied slopes, as it unveils its first flagship store at Rue de Médran 15.
Open throughout the winter season, the boutique will host exclusive events and experiences designed to connect with the local community while showcasing new-season highlights.
‘The Verbier store gives us the opportunity to share the Perfect Moment experience with our community in an environment that celebrates the brand’s alpine roots,’ says Jane Gottschalk, co-founder and creative director of Perfect Moment.
Looking beyond the Alps for inspiration, the AW25 collection draws on four cultural capitals: Paris, Tokyo, Los Angeles and Boston. From Parisian-chic houndstooth to Angeleno pastels, the range channels each city’s aesthetic codes through bold prints, dynamic silhouettes and technical innovation – think advanced seam-sealing, waterproof foil and 700-fill-power Allied down insulation.
Bestselling styles such as the Polar Flare Ski Jacket return with new precision detailing, while the Moment Puffer debuts in a flash of red, white and blue. Every design detail, from internal goggle pockets to streamlined seams, is engineered in pursuit of what Donard once sought through film: the perfect moment.
As part of its AW25 retail programme, Perfect Moment also returns to Kitzbühel with a refreshed store, alongside pop-ups at Four Seasons Jackson Hole and Aspen Snowmass, reinforcing its presence in the world’s leading mountain destinations.
And as Verbier’s first skiers carve fresh tracks through early snow, there’s a sense that Donard’s lens lingers here, capturing motion, light and the thrill of the descent. Only now, the scene plays out not on film, but in the living world of Perfect Moment.
Bryony Smith is a travel writer from Cambridge
