Appearing at fashion shows in Milan is just one part of Rossignol’s plan to refocus the ski company’s overall brand strategy. In hopes of expanding into the larger market of high fashion during the upcoming years, Rossingol just announced that it will discontinue producing and selling bindings under its brand name after this season.
Rossingol and Look bindings are produced in the same factory in Nevers, France.
Although most ski bums know that Rossignol bindings are just Look Bindings labeled as Rossignol, the French ski brand’s latest move marks a sea change that portrays a move away from producing hard goods and instead emphasizes a variety of high fashion items and aprés ski outerwear.
In addition to the change in production, executives plan on creating and retooling boutiques across the alps to convey the new brand direction to their consumers.
Find more on Rossingol’s move into high fashion here: French ski maker Rossignol to push into fashion
