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Stars Turn Aspen Into Fashion Runway
The Wall Street Journal|January 14, 2025
When Hunter S. Thompson ran for sheriff of Aspen, Colo., in 1970, he vowed to rename it "Fat City" to prevent "greed heads, land-rapers and other human jackals from capitalizing on the name 'Aspen."
Stars Turn Aspen Into Fashion Runway

The late Thompson would have definitely raised an eyebrow at his swish neighbors in 2024: Gucci, Loro Piana, Bottega Veneta, Prada and Hermès, to name just a few.

At Hotel Jerome, where Thompson spent his days writing and drinking, Max Mara opened a seasonal pop-up store filled with $4,000-plus fuzzy teddy coats. Next month, luxury e-commerce site Mytheresa is importing the Carlyle Hotel's Bemelmans Bar in downtown Aspen, with tableside shopping and a coat check complete with designer outerwear for purchase.

Even during Thompson's slightly more ramshackle era, Aspen drew, celebrities and jet-setters. But in recent years, weeks!--the town has reached an apex of glamour, with a near-constant stream of luxury store and restaurant openings, the highest-profile visitors imaginable, a glut of private-jet traffic, over-the-top brand events and influencers giddily posting gaudy après-ski outfits. Fashion has fully infiltrated Aspen.

"It's common to see a woman in Moon Boots, a 10-gallon cowboy hat and Celine goggles sitting in a leather club chair enjoying an espresso martini at 3 p.m.," said Chris Black, the co-host of the podcast "How Long Gone," who recently visited the town.

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