The après-ski scene has seen a resurgence in recent years, becoming a cornerstone of cultural and social gatherings in the winter season. And what better way to celebrate this trend than with a collaboration between two iconic brands who are leaders in their respective industries: Johnnie Walker and Perfect Moment.
Johnnie Walker Blue Label, the world’s number one Scotch Whisky, has partnered with luxury skiwear brand Perfect Moment to introduce the Johnnie Walker Blue Label Ice Chalet, launching today, October 14. This limited-edition expression captures the essence of the coveted après-ski experience, from the fashion to the drinks. And who better to front this collaboration than the global sensation and Perfect Moment shareholder, Priyanka Chopra Jonas?
“It’s my favorite time of the day when everyone’s done with the slopes and everyone gets together and cocktails are flowing and people are together. That joyous feeling of community and creating perfect moments is what made this collaboration super organic,” Chopra Jonas tells GRAZIA USA in an interview about the exciting new collab, where we chatted all things après-ski. “I love the campaign because these are two brands from completely different worlds, but they come together anchored in the idea of togetherness, which is just beautiful and I think everyone needs.”
A Perfect Blend and the Perfect Moment Bottle Bag
The Johnnie Walker Blue Label Ice Chalet is a testament to the power of collaboration. Master Blender Emma Walker crafted a unique blend inspired by the beauty of winter and the après-ski experience. The whisky evokes the feelings of fresh snow, warm fires, and crisp mountain air, making it the perfect companion for those cozy evenings spent with friends and loved ones.
“The quintessential après-ski moment embodies the fusion of great fashion and good friends, ideally accompanied by an exceptional drink,” Chopra Jonas shared in the campaign’s press release. “Johnnie Walker Blue Label Ice Chalet captures this essence perfectly, with a nod to the freshness of the mountains and a crossbody bag that looks as good on the snowy slopes as it does by the fireside.”
To complete the après-ski experience, Perfect Moment designed a reversible bottle bag that pairs perfectly with the Johnnie Walker Blue Label Ice Chalet. The bag is crafted from a new liquid blue and white fabric and features the iconic Perfect Moment North Star logo. It’s designed to be both functional and stylish, effortlessly transitioning from the slopes to the city.
Priyanka Chopra Jonas: The Face of the Campaign
Chopra Jonas, known for her versatile roles in film and television, is the perfect ambassador for this collaboration. As an investor in Perfect Moment since 2022, she has a deep appreciation for the brand’s commitment to luxury and performance. As an après-ski pro, the previous GRAZIA cover star authentically embodies the spirit of après-ski, and in the campaign, perfectly captures the joy and camaraderie that comes with these special moments during ‘Blue Hour’ — the perfect moment between sunset and twilight in the mountains.
The après-ski often becomes the memories that stick with us from our special ski trips or winter season stories, which is why this collaboration is rooted in the heart of this social aspect of the snowy season — something Chopra Jonas agrees with wholeheartedly. The actress shares a personal favorite après-ski memory of hers with us, a time when she was in Verbier, Switzerland a few years back. “It was New Year’s Eve, we were in this magical chalet. I’ve après-skied before but this was a really special holiday,” she recalls. “We were with friends and family, and it was just a lot of special people together.
“I was on the bunny slope,” she jokes, “but when everybody came down from their various slopes, it was just so amazing to discuss what happened and what did we do all day, what we’re going do for the rest of the night, what we’re eating for dinner, and then just the collective becomes one. And that was really special.”
The Future of Fashion and Spirits
In addition to the Johnnie Walker Blue Label Ice Chalet collaboration, Chopra Jonas is excited about the future of both fashion and spirits. She sees the potential for continued innovation and collaboration in both industries, as evidenced by this partnership with Perfect Moment.
“I think that fashion has always been important to me,” the Perfect Moment shareholder explains to GRAZIA. “I think that it’s such a unique form of expression, for those who are into it — and it can also be functional, especially like in Perfect Moment. [With ski fashion] you can wear reflective material, you can wear prints and colors to express your personality, but at the same time, not just stay warm, but also insulated to be in the snow for such a long time.”
Tying together the fashion and spirits industry may not initially seem like a cohesive collaboration, but when it comes to après-ski, Chopra Jonas thinks it’s a no-brainer. She expresses that with Perfect Moment skiwear it’s, of course, meant for the slopes, to stay fashionable, and to stay warm. But now with this new collab, “you have a reversible bottle bag that you can bring to après-ski,” she shares with excitement — the ultimate accessory for all spirits and après-ski aficionados.
The luxury skiwear brand is continuing to make big moves as the year comes to an end. Next month, Perfect Moment will open up a new seasonal store in New York City’s SoHo neighborhood. City-goers will now be able to shop their newest collection in person, for a limited time.
Winter Fashion Essentials
As a fashion icon, Chopra Jonas also offers tips exclusively to our GRAZIA readers on her must-have winter fashion essentials. First and foremost, she emphasizes the importance of having a signature winter coat, having fun with your winter wardrobe, and expressing your unique personality through your style.
“I think it’s really important to have your jacket of the season,” she shares as her number one cold-weather wardrobe essential. “I think it’s important to identify what is your winter coat — but not just the one. What is your day coat and maybe what’s the night coat or what’s your going to work coat and what’s your not-at-work coat. I think I start with every season being like, ‘What’s going to be my primary coat?’
“And then I love also figuring out accessories that I’m feeling that year. I love winter accessories from hats, scarves, and mittens to socks and sweaters. You have so many layers for winter that I think it’s really fun to be able to layer up and express yourself.”
A Giftable Item for the Luxury Lover: SHOP NOW
The Johnnie Walker Blue Label Ice Chalet and Perfect Moment collaboration is a celebration of après-ski culture, luxury, and friendship. With Priyanka Chopra Jonas as the face of the campaign, this limited-edition whisky and chic bottle bag are set to be a hit among all those who appreciate the finer things in life during the snowy season (plus, the Johnnie Walker Blue Label Ice Chalet and the accompanying bottle bag make a perfect gift for the upcoming holiday season!).
Whether you’re a whisky enthusiast or a luxury fashion lover, this collaboration offers something truly special for creating lasting memories with those you love this winter season.
