Browns brings luxury skiwear brand Amerl to Europe

London luxury retailer Browns, part of Farfetch, has added women's ski and après-ski brand Amerl to its offer. It is the first time the label, which launched its debut skiwear collection in late 2024, is available in Europe.

The collection is sold at the Browns flagship on Brook Street in Mayfair and on the retailer's website.

One-day showcase with founder Chloe Simpson

To mark the launch, Amerl will take over the private VIC Styling Suites at Browns Brook Street on November 5. Founder and creative director Chloe Simpson will present the brand during a day of appointments with fashion press, influencers, Browns' top clients and personal stylists, who can view and try on the collection.

"My goal has always been to bring together the worlds of fashion and skiwear, without compromising on either," said Simpson.

Amerl combines technical alpine wear with tailoring and female-first silhouettes. Its pieces feature details such as custom magnetic closures and weatherproof fabrics, and are designed to be worn both on the slopes and in the chalet.

A natural fit for Browns

Rachel Costa, managing director of Browns, said the partnership reflects the retailer's approach to discovering and introducing new brands. "We are thrilled to welcome Chloe Simpson and offer our community of customers the very first look at this collection," she said.

For Simpson, the partnership has a personal link. "When I lived in London, Browns was always one of my favourite stores to visit," she said. "Browns felt like a natural fit for Amerl, and the VIC suites offer a lovely, intimate space to share the collection and talk through the tailoring, technical details and thought that goes into each piece."