
Peak Performance
Hit the slopes in Sydneysider Chloe Simpson’s chic new ski label, Amerl.
Chloe Simpson has been skiing since she was old enough to walk. “Some of my earliest memories are of me learning to ski in Thredbo and being held up by the arms between my parents’ legs,” recalls the 38-year-old, who recently returned from skiing Japan-uary in Hakuba. “I’ve been smitten ever since.”
Her passion for the slopes rivals her fondness for the runway. A fashion design and textiles graduate who spent more than a decade living in New York and London, where she worked at a high-end showroom as a buyer and stylist for clients like Victoria’s Secret models Irina Shayk and Kate Upton, and later as a personal shopper for VIPs at Selfridge’s, Simpson is finally marrying her two loves.

Having moved back to Sydney in 2018, last November she launched Amerl, a skiwear collection aimed at women who want high design and high performance at high altitude. “I saw a gap in the market when I was working at Selfridge’s and lots of my clients were asking for cute skiwear that didn’t really exist back then,” she says over a glass of red at Bartiga in Double Bay. “This was about eight years ago, before skiing was plastered all over social media, so there wasn’t as much competition.”
After a few fitful starts, including a name change due to trademark issues (Amerl is a portmanteau of the middle names of her and husband, Amber and Erling), Simpson has landed on a winning collection of ski suits, pants, jackets and knitwear. The label arrives at a time when fashionable skiwear is storming the trails like so many powder hounds looking for the best line down a black diamond. Independent labels like Cordova, Perfect Moment and Tony Sailer are competing against heritage brands like Moncler and Bogner as well as haute releases by high fashion brands Prada, Dior, Chanel et al.

Unlike many of her hypercoloured and monogrammed competitors, Simpson’s aesthetic leans more towards “if you know, you know” quiet-luxury pieces that make up her personal wardrobe. When we meet, she is in an understated Chanel jacket and slingbacks, and Agolde jeans; her only concessions to bling being the silver AP Royal Oak on her wrist and the diamonds that adorn her fingers and neck.
“I don’t really like getting too caught up in trend-driven fashion,” she says. “I’m the queen of tonal dressing, and my skiwear is also classic and restrained.”
While the chalet-ready threads are perfect for après, Simpson has been careful to include plenty of performance elements that give the rest of the collection an aura of credibility on the piste. There are magnetic closures on the front, practical seams around fleece-lined pants (no thermals needed!) so snow doesn’t get in, waterproof zippers, and high-tech 3M insulation.

“I’ve also worked hard at making the pieces as versatile as possible,” she explains. “As a skier, I know that the weather can turn on a dime. You can be absolutely freezing one minute, and then the next, you’re sweaty at lunch under 100 layers.”
As a result, faux fur and shearling accents can be easily detached, jackets have sleeves that be removed and turned into a full vest, and the top layer of an ingenious ski suit can be taken down and tied securely like a jumper around the waist.
Though she is wary of getting too ahead of her skis, she has recently experimented with a few pooch-friendly pieces and has plans to move into fur-lined boots and accessories. “Obviously men’s is an area I’d like to expand into, but I’m not in a rush,” she says. Besides, she continues, the one-time knee-high ski bunny wants to try her hand at skiwear for girls. “Maybe it’s just nostalgia for when I learned to ski, but I can already envision the photo of a mum and a little girl wearing the same cute outfit. For me, that’s the obvious next step.”
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Courtesy of Patricks









