“To turn” means to change the direction in which you are facing or moving, and with the word “years” it means to become a particular age.

The campaign celebrating 100 years was born precisely from a turn: a trajectory on the snow that represents continuous evolution. A skier seems to travel through time: along this curve he wears the iconic Colmar products, that have defined ski style and clothing for the last 100 years.

From Thirring (or Bat) of the 1930s, to the “Colò sheath” created from the 1950s, to the beautiful “La Ceffa” worn by Valanga Azzurra in the 1970s (the name was invented by one of the legendary skiers of the period: Erwin Stricker, also known as “Crazy Horse”). Then, come the colourful 80s and 90s jackets, and at the end an outfit from 2023 collection. An indelible trace made of style and technological innovation, always looking for new materials and solutions, that Colmar has created for professional skiers and for all snow lovers.

The snow surface reveals another secret: the ski slope, like a dream vision, is a soft white duvet.

The campaign has been realized entirely in 3D and computer graphics, in collaboration with BUCK, a creative agency that merges art, design and technology. Starting from historical photos of the original models, 3D representations of the jackets have been created, with which avatars with typical looks of the different years have been customized.

Discover the details through the zoom function.

Don’t miss the video, to learn more about the project.