Apripista unveils Reframing the Mountains — Reimaging the Visual Mythology of Alpine Culture, a curated presentation of contemporary poster works reimagining alpine culture through an inclusive global lens. From February 25 to March 1 at iconic 10 Corso Como during Milano Fashion Week — and adjacent to the Milano Cortina Olympic and Paralympic season — the exhibition brings together international fashion designers and visual artists whose practices are shaped by heritage,craft, and cultural memory.

Drawing inspiration from the bold graphic language of historic ski posters, the project challenges traditional narratives of who belongs in mountain iconography. Each work is conceived as a visual love letter to homeland, interpreting real mountain landscapes through regional textile traditions, pattern languages, and contemporary storytelling. Participating creatives include Maison ArtC, Bokja, Lida Afghan, Thabo Makhetha, Doreen Mashika, Zoya Khan, and a wider network of multidisciplinary creatives whose practices bridge design and cultural heritage. By connecting art, fashion, and sport, the exhibition expands the geography of alpine imagination and proposes a more inclusive vision of winter culture.

Produced as part of Apripista’s broader cultural programming, the anthology reflects the brand’s ethos: redefining alpine narratives through design, collaboration, and social impact. Founded by Nadia Samadani, Apripista merges luxury technical skiwear with storytelling initiatives that broaden representation in mountain spaces and champion global creative voices.