Madonna di Campiglio: Where Fashion Meets the Slopes

A British man, who had worked for several years in Rome in a management position, stated during a meeting with participants from several European countries that he could immediately identify the Italian colleagues in the room… 🙂 The conversation was, of course, relaxed, informal, and over a glass of wine. The clue he mentioned: the Italians would be the ones wearing brown shoes or suits… 🙂 His observation amused me. I don’t know if it’s a rule, and personally, I see nothing wrong with “breaking” the conservatism of white or blue shirts and very dark suits at business meetings, as long as it’s done in moderation. Especially since some contexts or locations even encourage it. However, it’s clear that Italians and Southern Europeans have a strong inclination toward fashion and trends, often combined with a bit—or a lot—of show-off. This brings me to my story about my vacation experience in Madonna di Campiglio, a winter resort that excels in exclusivity and fashion in the purest Italian style… 🙂

The Dolomites at Madonna di Campiglio, Italy

True to our goal of exploring diverse winter destinations and seeking unique experiences, this year we wanted a “Latin” vibe and chose once again the atmosphere of the Dolomites. This time, however, we ventured further from the Austrian border, into the Trentino region. We were convinced by the captivating online reviews about Madonna di Campiglio. Although we had done our “homework” and had been considering this destination for several seasons, we discovered a winter resort aptly described by a specialized website as “a venue where posing can be more important than skiing.”

From our very first evenings in the pedestrian area of the town center, we were struck by the parade of fur coats and the density of “brands” displayed by the vast majority of tourists in the resort! In Madonna di Campiglio, there is clearly a street fashion scene, especially in the afternoons and evenings. Exclusive winter jackets by “Moncler” are everywhere—even worn by teenagers, children, and… babies. 🙂 It’s quite funny; it feels like everyone has some sort of uniform… 🙂 It’s extremely rare to see anyone in the evening still wearing the ski jacket they had on during the day. I’ve noticed this in other resorts too, but the concentration of furs and “Monclers” here is unparalleled!… 🙂 Of course, the advantage for many is being close enough to bring the full “arsenal” in their cars. 🙂 Once again, I see nothing wrong with this; the charm of the resort is, in part, due to this exclusivity. From this perspective, I rank Madonna di Campiglio high among resorts where street fashion is a must. It’s a detail that’s hard to overlook… 🙂 Consequently, the shops cater to this type of clientele.

Chic stores focused on alpine fashion are everywhere, offering a substantial selection. However, compared to Austrian or Swiss resorts, I personally missed the abundance of specialized mountain and ski equipment shops. In Madonna, it felt like all the stores carried similar products, at least that’s the impression I was left with.

Madonna di Campiglio, Italy

From a skiing perspective, the resort is a top destination. The entire area is vast, with Madonna di Campiglio connected by cable to the nearby resorts of Pinzolo, Campo Carlo Magno, Folgarida, and Marilleva. Specialized websites list 150 km of slopes in the entire area, with varying degrees of difficulty. Beginners and intermediate skiers will be fully satisfied with the many options on all the slopes surrounding the resort. The Groste and Pradalago areas are excellent for these skill levels, offering long slopes, frequently positioned mountain huts, and modern, fast cable installations. In the Groste area, there’s also the excellent “Ursus Snowpark,” which is very well-equipped and designed for boarders and freestyle enthusiasts. Off-piste possibilities are somewhat limited, as the entire area is a national park. Authorities make sure to remind you of this reality with numerous signs and printed brochures. I didn’t test what happens if you disregard the rules! 🙂

Madonna di Campiglio, Italy

The area also features some classic, very interesting slopes for advanced skiers. Unfortunately, a few were closed due to very little snow this year. Nevertheless, I experienced some excellent runs, such as “Variante Marchi” and “Nube D’Oro” in the Monte Spinale area, and especially the “Canalone Miramonti” slope (lit at night) in the 5 Laghi area, which was once used for World Cup slalom stages. I would also add that the black slope “Spinale Direttissima,” visible both from the resort below and the mountain top above (though it was closed 😦 ), seemed very challenging for experienced skiers. There are also many quite interesting red slopes. I fondly recall “Spinale Diretta” and “Fortini” in the Monte Spinale area.

The Dolomites at Madonna di Campiglio, Italy

I must also mention the places where I enjoyed sunbathing or having lunch at altitude, accompanied by a glass of the local specialty, “Bombardino.” Chalet Fiat in the Spinale area leads this list—a designer location sponsored by the car company of the same name. I was particularly surprised by the collection of fine wines offered to guests, alongside a very rich and refined gastronomic selection. By the way, if you’re a fan of cheese specialties like Parmigiano, Madonna di Campiglio is definitely a place to note!… 🙂 I also need to mention Rifugio Boch in the Groste area—a mountain hut with a large terrace where the atmosphere suddenly heats up around 1–2 PM as the music volume increases and people start dancing in ski boots to mostly Italian hits, often from past decades.

Songs by Jovanotti (L’Ombelico del Mondo), the Black Eyed Peas (I Gotta Feeling), and the famous Hey Baby are frequently played, though I also heard Inna and Alexandra Stan occasionally. However, the undisputed hit heard everywhere seems to be Michel Teló’s Ai Se Eu Te Pego—there’s great joy whenever this song is played, not just at Rifugio Boch but in all the clubs in Madonna! 🙂

Another mountain hut with an excellent terrace is Rist. Cinque Laghi. From there, you can admire the entire landscape of the slopes surrounding the resort, including the peaks of Cima Brenta (3,150 m) and Cima Tosa (3,175 m). The panorama from this spot is superb, especially on sunny days.

Madonna di Campiglio retains much of the charm of Alpine resorts. The rental apartment complexes are perfectly integrated into the resort’s architecture, alongside characteristic hotels. Many hotels are run by local owners who actively manage them. Most buildings are relatively small, featuring lots of wood and a traditional style typical of the Alps. The central area is closed to cars and dedicated exclusively to tourists for strolling. Along all the streets, you’ll find cafes, chocolate shops, restaurants, and pizzerias. Piazza Righi seems to be the focal point, one of the most frequented areas by tourists.

Looking back, Madonna di Campiglio is a unique place where the mountain scenery, facilities, tourists, and local character all contribute to its charm. It’s a destination worth adding to your list and experiencing! 🙂