AAllard: The Summit of Style

Founded by tailor Armand Allard in 1926, AAllard is the most glamorous snow and sportswear shop in France. Unlike other brands that have gone global, there is only one store, and it remains faithful to the original vision and innovative tailoring of its founder. What put the place on the map was Allard’s design for trimly cut ski pants with an elastic strap under each foot. Known as fuseaux, these became famous when a local skier won the World Championship triple crown while wearing a pair in 1937. No one ever wanted to be encumbered by baggy plus fours again, and the fashion for sleek, modern skiwear was born. Today, AAllard still occupies a turreted building on the main square in Megève. In addition to sportswear, it sells exquisite après-ski clothing in the finest leathers and cashmeres.