The Program

For more than 100 years, winter sports have been an integral part of the image of mountainous regions. Skiing in particular became the “in” activity for the rich and beautiful during the “roaring twenties” – followed by ice-skating, bobsleighing or ski jumping. It was as much about competition as it was about an exclusive social lifestyle.

Since that time, winter sports destinations as well as hotels and cable cars, later also airlines and fashion companies have advertised their assets through artistically designed posters. Renowned artists have used a variety of techniques to express the ideals of winter vacations in top Alpine locations such as St. Moritz, Chamonix and Cortina d’Ampezzo, as well as dream destinations in the Rocky Mountains such as Vail. The collection in this book documents the stylistic development while presenting in different chapters the most beautiful and exceptional posters of the era.