Model in cream knit balaclava and sweater with sunglasses posing in front of shelves of ski boots

Model lying on a beige blanket over snow wearing a camel wool coat, black headband, black gloves, and tall brown leather boots.

Model wearing dark sunglasses, a black cap, a plush brown fur vest, and tweed trousers against stacked blue snow tubes.

Model Viktoriia Afanasieva in a tan denim jacket and matching trousers seated on a snow-covered blue bench.

Model Viktoriia Afanasieva in a shaggy cream coat and fringed beige trousers with dark sunglasses against a black textured backdrop.

Model Viktoriia Afanasieva seated on a sled in a white ski suit and metallic snow boots on snow at night.

Model Viktoriia Afanasieva in a tan suede jacket and matching trousers against an off-white backdrop with direct flash lighting.

Model wearing a voluminous shaggy cream faux-fur coat and dark shield sunglasses against a dark textured backdrop.

Model wearing cream knit balaclava sweater and dark sunglasses against ski boot rack

Model Viktoriia Afanasieva wearing a green ski suit and black balaclava walking across snow for Moda Operandi's ski campaign.

Model wearing a cream fleece zip jacket, green ski trousers, and a black balaclava standing against snow at night.

Model Viktoriia Afanasieva in a brown fur vest, black beret, and sunglasses posing beside stacked blue snow tubes.

Model wearing a pink buttoned coat and tall brown boots standing on snow against a dark grey studio backdrop.

Model Viktoriia Afanasieva in a tan jacket and trousers set seated on snow-covered turquoise blue bleachers.

Model wearing a blue après-ski fleece sweater, red turtleneck, white ski pants, and dark shield sunglasses.

Moda Operandi THE SKI SHOP IS OPEN 2025

About

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.