This winter season, luxury skiwear brand Perfect Moment is heading to the slopes with a new ski partner.
Johnnie Walker Blue has announced a collaboration with Perfect Moment, fronted by Priyanka Chopra Jonas, that pays homage to après ski with the launch of limited-edition scotch whiskey Johnnie Walker Blue Label Ice Chalet.
.
“Whenever we go on a ski trip, my favorite [moment] is when everyone’s coming off of the slopes,” says Chopra Jonas, who began skiing seven years ago and has become fond of the communal aspect of the sport. “I’m not the strongest skier — I’m usually on the bunny slopes with the kids — so I love that time when it turns into the magical blue hour and everyone’s coming off the slopes, and friends are getting together and drinks are being made. Everybody’s letting their hair down and taking the time to enjoy the most important things in life. So this campaign and this commercial and the whole collaboration basically stands for that.”
The Ice Chalet bottle comes packaged in a reversible Perfect Moment crossbody bag that features the brand’s signature star print and houndstooth pattern — “which is super functional and extremely chic to take on the slopes with you,” said Chopra Jonas, who has been an investor in Perfect Moment along with her husband Nick Jonas since 2022.
The collaboration arrives just as Perfect Moment is expanding its footprint to New York. The brand, founded in Chamonix in 1984, will open its first retail store in SoHo later this month.
“What is really cool about the way Perfect Moment approaches ski wear is the ability to take the science and the aerodynamics required for an athlete who is actually racing down the mountain, and also mixing it up with high fashion and luxury,” Chopra Jonas said of the brand’s appeal. “So you’re efficient and you’re really good at the sport itself, but also you look great while skiing.”
Although not a professional athlete, Chopra Jonas adds that she feels just as at home in the brand off the slopes as on set.
“Ever since we invested in [the brand], it’s become a part of my everyday life,” she said. “I’m filming in London right now, and my everyday jacket to set is this amazing Perfect Moment puffer that I wear all the time,” she added. “So it’s fashion for everyday life, and it also can be worn on the slopes.”
The actress is currently in London filming the second season of “Citadel,” which marks her third screen project for this year. “It’s a packed last quarter for me until December,” she added. “So I’m really excited about being able to shoot the show really well, and then get home for Christmas.”
