Moda Operandi
THE SKI SHOP IS OPEN
Oct 2025
Moda Operandi leans into the intersection of high-altitude utility and runway elegance with its latest luxury fashion campaign, The Ski Shop Is Open. Through a series of sharply composed visual narratives, the project reimagines the apres-ski aesthetic by juxtaposing tactile, winter-ready textures against the stark, clinical precision of sporting environments. Photographer Jackie Kursel masterfully bridges the gap between cold-weather performance gear and high-end ready-to-wear, utilizing a mix of studio strobe and natural light to emphasize the deep pile of faux fur, the structured integrity of suede, and the intricate knitwear of balaclavas and sweaters. Featuring model Viktoriia Afanasieva, the campaign employs editorial minimalism to elevate standard winter attire, moving beyond mere functionality to offer a curated, fashion-forward perspective. The imagery oscillates between the playful, saturated geometry of inflatable ski tubes and blue benches against snow, and more intimate, controlled studio portraits that highlight sharp silhouettes and monochromatic palettes. With creative styling by Ledora and makeup artistry from Laramie, the campaign successfully elevates the narrative of winter sport, blending technical equipment with an refined, editorial lens that feels both nostalgic and distinctly contemporary. By balancing these vibrant, sporty accents with sophisticated, earthy tones, the project creates a cohesive visual identity that makes the cold-weather wardrobe feel as much like a style statement as a practical necessity.
Editorial, Lifestyle
Natural light
Luxury Fashion Houses, Fashion
