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The Golden Age of Ski Posters: Art, Travel, and the Rise of Winter Tourism

In 1864, Swiss hotelier Caspar Badrutt invited four British guests to his hotel in St. Moritz, Switzerland, for a winter stay. At the time, the town was primarily a summer destination known for its natural springs and ties to the pilgrimage of St. Maurice. Badrutt’s invitation revolutionized tourism, transforming St. Moritz into the birthplace of Alpine winter sports.

By the late 19th and early 20th centuries, St. Moritz had become a playground for the elite, offering activities such as bobsledding, ice skating, curling, tobogganing, cross-country skiing, and snow polo. Its reputation as a winter wonderland solidified when it hosted the first official Winter Olympics in 1928.

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Gucci Travel Edit 

A time when travel wasn’t rushed

— it was rehearsed. A slow, elegant unfolding of movement, mystery, and style. Travel wasn’t just where you went — it was how you arrived. And at the centre of this jet-set dream? Gucci.

Trunks, Icons, and Legacy in Transit

At STYLE-CHNGR, our curated collection often features vintage Gucci pieces from this golden age of travel: GG canvas carry-ons, buttery leather vanity cases, rare brass hardware from the 1960s.

Each piece tells a story — of voyages taken, hotels remembered, ports kissed by sun.

Ready to travel well?

Discover our GUCCI TRAVEL EDIT — vintage pieces that have circled the globe and are ready for their next chapter.

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