Chloe grew up skiing in Thredbo, Australia, and developed a connection to the mountains from a very young age. Skiing wasn’t just a hobby but a defining part of her life.
After completing a degree in fashion and textiles, she built a career in New York as a stylist and, later, as a personal shopper in London’s luxury retail scene, roles that gave her direct insight into what women want from clothing, particularly when it comes to fit, style and function.
Returning to Australia, Chloe recognised a gap in the ski-wear market. Most technical pieces prioritised function at the expense of silhouette, comfort and style. This inspired her to launch Amerl in the mid-2020s, the label was born out of her passion for skiing and professional experience in fashion and luxury retail.
High-performance meets timeless style
Described as where high-performance meets timeless style, the brand designs ski suits, jackets, pants and knitwear that are crafted to be flattering, functional and versatile, suitable for both skiing and après-ski. Thoughtful design features such as magnetic closures that work with gloves on, detachable collars,3M insulation and water-repellent fabrics reflect Chloe’s deep interest in solving real-world ski-wear challenges rather than purely aesthetic ones.
Features that support real movement
The product range includes ski suits such as the Saskia and Gia, and outerwear like the Aurora and Bettina jackets. The pieces go through multiple rounds of sampling to refine fit and mobility, focusing on features that support real movement on the mountain while retaining a flattering silhouette.
Still emerging in the wider fashion landscape, the brand has strategically used destinations like St. Moritz, Switzerland as backdrops for campaign shoots to position the brand within a glamorous alpine context. And it seems to be working.
