FALL / WINTER 2026

BEHIND THE SCENES

BEHIND THE IMAGE

What ultimately appears as an effortless moment is the result of meticulous preparation and true collaboration. Long before the first image is created, designers develop the collection and compose looks that convey a distinctive attitude. The marketing team translates this creative vision into an overarching concept, brings every discipline together and orchestrates the entire process. Photographers, stylists, hair and makeup artists, filmmakers, models and many other specialists contribute their individual expertise. Only through the perfect interplay of all these talents does an idea become a visual world — transforming fashion into an image that lasts.

JOOP! Man with two huskies in the snow, making-of photoshoot

THE NEW ALPINE

To bring “The New Alpine” collection theme to life, a unique winter world was created in the studio. Artificial snow, added huskies and a deliberately visible set interpret the alpine aesthetic with a subtle sense of humour. Rather than concealing the constructed nature of the winter landscape, the production embraces it — and therein lies its particular charm.

WINTER WHITE, ICE BLUE AND CAVIAR BLACK

Exclusivity, tranquility and modern naturalness merge into a new alpine world full of elegance and warmth. Inspired by luxurious winter retreats and the aesthetic of exclusive mountain escapes, the JOOP! WOMEN Winter 2026/27 collection moves within the interplay of Mountaineer, New Richness and Après-Ski Deluxe.

JOOP! Woman in beige teddy coat in the snow, making-of photoshoot

“This is where the soul of a production lies: in the human touch that transforms a concept into a story and an image into a feeling.”

JOOP! JEANS MEN

The rugged landscape of Scotland meets the refined preppiness of storied academies — two worlds that together form the foundation for a contemporary interpretation of this theme.