Chloe Simpson, founder of the ski wear brand AMERL, has a strong affinity for St. Moritz, Switzerland. It's why she chose it as the backdrop for AMERL’s debut campaign shoot. From perusing a snow-covered, open-air classic car exhibition to carving the slopes before indulging in a well-earned après-ski lunch, Chloe gives us a glimpse into the magic of this alpine haven. Her guide to the snow destination of the moment, below.

Eat

When I’m on a ski trip, I usually have a quick breakfast at the hotel — I like to stay light and mobile for skiing, then reward myself with a long, indulgent après lunch.

For fun vibes and great food, I love Langosteria — it’s a lively après experience. Paradiso Mountain Club is another favourite — also a fun après spot, with breathtaking views and seriously good food.

Salastrains is the perfect ski-in, ski-out spot for lunch — cosy inside, but equally beautiful on the sun-drenched deck, where you can watch skiers glide by. It’s also where I shot my campaign, so it holds a special place in my heart.

For dinner, Chesa Veglia is my favourite. It’s technically a pizza restaurant, but in true St. Moritz style, it feels elevated and sophisticated. Warm, lively, and you can’t beat the smell coming from those huge pizza ovens.

Another go-to is La Scarpetta. The fresh pasta is out of this world, and there's a great wine list, too.

Kulm Country Club is part of a summer hotel known for its views, but it’s still a great spot for food and drinks all year round.

See

If you're visiting in February, don’t miss the ICE St. Moritz event, an open-air classic car exhibition on the frozen lake. It’s surreal, cinematic, and very St. Moritz.

In late January, the lake also hosts the Snow Polo World Cup, a glamorous tradition that’s been running for over 40 years. It’s a content-rich social scene — something you really have to see to believe.

Do

Skiing, of course — Corviglia offers stunning runs and beautifully groomed slopes.

For something slower-paced, try ice skating or tobogganing — or one of my favourites: riding through town in one of the old-school horse-drawn carriages. It's a bit magical.

Stay

I stayed at Suvretta House, which dates back to the early 20th century. It has that historic charm and impeccable service. It’s a little further out from town, but I actually love that — there’s a ski lift right outside and a rental shop inside the hotel. If you’re a skier, the convenience is hard to beat.

While I haven’t stayed at Badrutt’s Palace, I spent most afternoons there having drinks and food — it's full of old-world glamour and charm.

Wear

When it comes to ski gear, I’m obviously biased, but I lived in AMERL. It’s designed to be worn both on and off the slopes — it's flattering, comfortable, and built for places like St. Moritz.

My go-to on the mountain was the Saskia ski suit (especially in all white — nothing says old-school glamour like winter whites in the snow). Off the slopes, I wore the Bettina jacket. I love its versatility — I’d often remove the fur collar and sleeves and wear it as a vest when heading into lunch or après, especially with heaters and fireplaces going.

I always pack a pair of sunglasses (even when skiing with goggles), and an AMERL knit headband is a must.

Shop

Hanselmann is the cutest chocolate store — the packaging alone is a work of art and makes for the perfect take-home gift.

For fashion, Modes is a beautifully curated multi-designer store with everything from statement pieces to wardrobe staples — definitely worth a browse.

One last tip...

If you’re planning a trip in late January or February — when the polo and ICE show are on, book everything in advance. Accommodation, restaurants, rentals. It gets busy fast.