Jane Gottschalk, co-founder & creative director of Perfect Moment
The co-founder and creative director of Perfect Moment shares the story behind the brand—and her perfect Aspen day.
Fresh powder, sunny skies and the rush of a f lawless run…how do you capture the spirit of a bluebird day? Perfect Moment (perfectmoment.com) co-founder & creative director Jane Gottschalk has the formula down. As she shares the buzzy brand’s flawlessly conceived collection, Gottschalk reveals how it captures the zeitgeist of past, present—and most of all, those perfect bluebird days.
Can you share a bit about the brand’s origins and how it relates to today’s collection?
The brand’s origins lie in extreme sports of the 80s: Freeride champions of the world being filmed skiing on the most challenging mountains to surfing the highest waves. The technical equipment they need to achieve this is paramount to their success. As the brand has developed into a more fashionable life in the past decade, the DNA of its origins can be seen running through the design and from filming in Greenland in particular: the Northern star - a guiding light and the Polar Bear print, for example. The retro style and use of chevrons are also a call-back to the days of the founder, Thierry Donard, who skied for France in the 70s with Jean- Claude Killy as his mentor.
What are the origins of the name Perfect Moment, and how is that sentiment captured in the collection?
Perfect Moment is derived from the Freeride champions finding the perfect conditions to perform their sport at the highest levels. Skiers finding their perfect line on a bluebird day with light powder after a storm, surfers finding their perfect wave, kite surfers the perfect amount of wind, free divers the perfect water conditions and so on—a perfectly curated set of natural events that not only provide the perfect conditions but generate the pure adrenaline rush and focus on the moment. I like to translate this into the brand’s messaging today as a feeling everyone can have. It’s not about achieving perfection but finding, creating, and recognizing moments that are perfect to you, be that skiing with friends or walking your dog in the park on a beautiful day. For me, these moments are mostly found during time with my family: my husband, five kids and many dogs.
This sentiment is captured in the collection by using vibrant colors and fun, recognizable prints. It’s a brand that evokes a sense of joy.
The Perfect Moment Autumn Winter 2023 collection
What are some of the style influences currently that inform the collection? The inspiration for this season’s collection is rooted in refreshing versatility—with a heavy dose of head-turning fashion. Retro-inspired shapes inform the latest collection. The Aurora Flare Pants are a perfect example of this. I like using chevron prints and bold colors, too.
Do you have any favorite looks in the current collection?
Apart from the core retro pieces, my current favorite is the liquid-look fabric. An update from the silver foil, it feels modern. This really comes alive as an oversized jacket. Jumbo cord is a favorite of mine, too—I’ll be wearing this on and off the slopes, especially in the city.
What is next for the brand?
We will continue our journey with our community of Moment Makers off the slopes through the winter months, especially with outerwear—ski jackets to wear all season, not just for ski. I’ve always said that skiwear shouldn’t be something you pull out for your ski holiday once a year. Your looks for the piste, the après scene, and the chalet should be things you can wear in the city, too.
“THE INSPIRATION FOR THIS SEASON’S COLLECTION IS ROOTED IN REFRESHING VERSATILITY— WITH A HEAVY DOSE OF HEAD-TURNING FASHION. ” –JANE GOTTSCHALK
Where is the brand sold locally in the Aspen area?
We have always sold at Gorsuch. The family’s heartbeat is in the skiing world, as is ours, and we have a strong relationship with them.
Describe your Perfect Moment or perfect day in Aspen.
I love the way the pistes are groomed across the U.S. resorts. If you catch the early lifts, you enjoy these with relative freedom and fly down the slopes—top to bottom of Ajax Mountain before others are up and ready. The mountains are not as steep as many in Europe. They are also well policed (piste etiquette in the U.S. is excellent) and offer wide, groomed open runs, making perfect family-friendly fun.
Gorsuch Café is the best for a pre-ski coffee, Matcha latte or freshly squeezed orange juice. It’s very social and has great people watching.
The St. Regis Aspen is a short walk from the town center and a hub for après ski drinks at the ever-thriving bar and the Snow Lodge.
Bag a table at Matsuhisa or Casa Tua if you can, and Ajax Tavern for the best bowl of parmesan truffle fries—triple the size of most European portions, so make sure to ski hard.
The Neve merino wool sweater in black.
Photography by: PHOTO BY HARRY CROWDER' PHOTO COURTESY OF BRAND
