French skiwear brand Fusalp has named Mathilde Lacoste as creative director. Her first collection named “Après-Ski” was launched at Pitti Uomo in January 2015 for the fall/winter 2015/2016 season and is offering a wider selection of products including more urbanwear items.

Mathilde Lacoste, who graduated in Fashion and Textile Design from l’Ecole Duperré des Arts Appliqués in Paris, worked at Lacoste SA for the past 20 years, where she managed trends and developments of all Lacoste products, and launched new licenses.

Mathilde Lacoste commented: “I am not inventing anything and want to keep the brand faithful to its identity and DNA,” she explains while referring to the brand’s name origins. The Fusalp company had actually invented the “fuseau” stirrup skiing trousers in 1952. Its name is a shortened version of “Fuseau made in the Alps”.

“Fusalp has a specific sense of shape and a graphic energy that translates into a strong silhouette, a body in motion, speed and colors. This new collection is aimed at a larger and younger spectrum of consumers, who are more and more interested in modern and multifunctional apparel to be worn on and off the skiing camp.” In December 2014 she also launched a special 10-piece- capsule limited edition collection Fusalp x Colette.

“From this season on I want to continue cross merging always more sports and fashion inspiration in order to reach an always more transversal consumer audience.” For s/s 2016 she will focus on garments inspired by the nautical skiing mood and will also offer a series of lighter weight jackets.

Part of the brand’s relaunch is also to start opening new image monobrand stores. The first two new ones were already opened at the end of 2014 in Verdiere, Switzerland, and Courchevel, France. They aim at enlarging their network by opening about one new store in each chic skiing location worldwide.

Fusalp was founded in 1952 by a family of tailors in the French Alps. In January 2014 Sophie and Philippe Lacoste, nephews of the founder of the Lacoste brand, took over the brand, acquiring 77.6% of the shares along with Alexandre Fauvet, former executive director of Lacoste, who owns 8%. The remaining 12.4% have been owned by Club Deal since 2013, which is run by managing company Midi Capital.