A journey through time where each generation rediscovers their dream of snow. A fascinating story that crosses beyond a century of style, innovation and creativity: It’s Snowing! it reveals how winter has entered the imagination and is
it has also become aesthetics and culture.

Through over 600 images, the volume, published by Marsilio Arte and edited by Vittorio Linfante, Simona Segre Reinach and Massimo Zanella , intertwines art, fashion, design and sport in a journey that shows how the world of the mountains –from Cortina to St. Moritz, from Gstaad to Aspen – has defined Alpine taste and glamour.

From the skiers of Tamara de Lempicka (Tamara Dudovich and Lenci), to the graphics of Franco Grignani and the posters of holiday resorts; from the splendid ceramics of Gio Ponti for Richard-Ginori to the glass of Guido Balsamo Stella for SALIR, up to the contemporary innovations awarded with the Compasso d’Oro: cold, snow and ice become a visual language and an inexhaustible source of creativity.

From here the fashion revolution was also born: from the colors of Missoni, Emilio Pucci and Ferragamo to the futuristic visions of Andrée Courrèges, from the nylon of Miuccia Prada to the hybridizations of Karl Lagerfeld, Versace, Rei Kawakubo and Virgil Abloh.

Over the years, the imagery of snow has also entered pop culture: Andy Warhol celebrates its vitality in his silk-screen prints dedicated to athletes, Swatch is linked to the world of descents while the world of snowboarding and extreme sports transforms the mountains into a laboratory of style and freedom, where design, graphics and fashion blend into an urban and contemporary aesthetic. And again. The Moon Boots: colourful, voluminous and with a spatial aesthetic, inspired by the Apollo 11 mission, these boots have revolutionized après-ski by conquering catwalks and museums such as the MoMA and the Louvre, to the point of becoming a pop symbol immortalized by icons such as Lady Diana. Since the 1980s, the Moncler down jacket has left the ski slopes and become an urban phenomenon thanks to the Paninari, transforming a technical garment into an object of generational and timeless worship.

Or, again, Colmar products for Zeno Colò tell how sport has been an engine of technical experimentation and style, capable of combining performance, comfort and identity.

The book is divided into three thematic sections, which tell different aspects of snow through three essays: In case of snow by Vittorio Linfante explores how winter has gone from a season of isolation to a period of experiences through sport, design, architecture and cinema; Between snow and colours: when art tells of winter in movement by Massimo Zanella, it interprets sport as an artistic space in continuous transformation; If the mountain is not in fashion, fashion goes to the mountain by Simona Segre-Reinach recounts the evolution of mountain clothing from the end of the nineteenth century to today, highlighting the innovations that have made it a global phenomenon.

A very rich volume of archive images, photographs, posters and iconic objects, which tells of snow as an aesthetic language and terrain of innovation, from the myth of the past to visions of the future.