Unlike traditional campaigns that pay the mega-influencers (the 10-million-follower crowd), the brand went after “micro-snow bunnies”—women with 20,000 to 80,000 followers who document every hot chocolate break and ski selfie. They received unbranded boxes containing only a single, frosted ski goggle lens. No information. Just the lens.
Two days before the launch, a “low-resolution” photo of the Glazed Puffer Jacket was “accidentally” uploaded to Depop for $10,000. The listing sold in four seconds. The screenshot of the sale went viral across Reddit’s r/streetwear and r/skiing, creating a frenzy of speculation. the snow bunny gets the icing exclusive
Thanks to the viral influence of platforms like TikTok, the modern “Snow Bunny” is a power aesthetic: think Chaletcore meets Y2K revival . She is the woman who owns three different pairs of moon boots, coordinates her lip gloss with her lift pass holder, and treats the chairlift like a runway. She is aspirational, slightly nostalgic, and unapologetically opulent. Just the lens
As work-from-anywhere policies solidify, winter sports have shifted from weekend hobbies to identity markers. People are no longer just buying gear for function; they are buying gear for content . The Icing collection is designed specifically for the “chairlift outfit check,” which now garners as much engagement as red carpet looks. The screenshot of the sale went viral across
Others have raised environmental concerns. The frosted glaze, while non-toxic, is a microplastic sheen that the brand claims is “biodegradable in controlled conditions.” Independent reviewers are skeptical.