LONDON — Mytheresa is adding to the Miu Miu momentum with an exclusive collection of skiwear that blends fashion and function, and technical fabrics with high-performance wool knitwear.
On Friday, the online multibrand retailer will launch the Miu Miu Ski collection, which will be available exclusively through Mytheresa and Miu Miu.
Mytheresa said the pieces, which include slim ski jackets with statement pockets; fleece ones with feather padding, and ribbed knits, are meant to transition easily from slope to street.
A look from the new Miu Miu Ski collection with Mytheresa.
The collection also includes Miu Miu’s Wander bag done in sheepskin, and a pair of chunky snow boots.
Richard Johnson, chief commercial officer of Mytheresa, said Miu Miu “is not only one of the hottest brands out there right now, but one that is also really appreciated by our luxury clientele for its unique mix of high functionality and fashion. It’s perfect for the upcoming ski season.”
Johnson added that Mytheresa has grown the ski category rapidly over the past winter seasons “as we see very high demand. Offering our clients exclusive stories and product they cannot find anywhere else is our ultimate goal, and celebrates the strength of our partnerships.”
The capsule comes in the wake of robust sales at Miu Miu in the first nine months to Sept. 30. As reported, retail revenues soared 97 percent in the period to 854 million euros. The brand now accounts for 25 percent of total sales at Prada Group, and remains in growth mode.
According to the shopping platform Lyst, Miu Miu was the hottest worldwide brand in the third quarter, with searches jumping 30 percent on the site compared with the previous three-month period.
A look from the new Miu Miu Ski collection with Mytheresa.
The brand is especially popular in Asia-Pacific, and still ultra-hot among young Chinese socialites. The front row at Miu Miu’s spring 2025 show in Paris reflected that demographic. Guests included the South Korean singer Jang Won-young, Chinese actresses Liu Haocun and Zhao Jinmai, and the Japanese star Tsubasa Honda.
Sunday Rose Kidman Urban, Alexa Chung and Cara Delevingne also filled out the front row, while Willem Dafoe walked the runway.
Ready for the slopes with Miu Miu’s new skiwear with Mytheresa.
The capsule also lands within weeks of Mytheresa revealing its acquisition of Yoox Net-a-porter, with the aim of creating a 4 billion euro online juggernaut in the luxury space.
Mytheresa chief executive officer Michael Kliger, who brokered the deal with YNAP’s owner Compagnie Financière Richemont, said Mytheresa, Net-a-porter and Mr Porter will remain separate businesses.
He said the goal is to offer customers “differentiated but complementary” multibrand luxury edits based on curation, inspiration and quality customer service.
