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In the heart of the snow-covered Bernese Alps, where chalet roofs glisten under crystalline skies and the world’s most discerning travelers stroll a car-free promenade, a new chapter in refined comfort unfolds. This season, British heritage label Derek Rose makes its winter debut in Gstaad, unveiling a curated presence inside Club 66, the village’s latest avant-garde concept store by the Lorenz Bach Group.
Known for its silk pyjamas, cashmere loungewear, and off-duty elegance, Derek Rose brings a whisper of British refinement to a town celebrated for discretion, luxury, and timeless style. For decades, Gstaad has drawn royals, creatives, and global tastemakers, offering not only pristine ski slopes and five-star chalets but a cultural rhythm where luxury is felt more than flaunted. In this rarefied setting, Derek Rose finds its alpine stage.
Located at Promenade 66, Club 66 is Gstaad’s new cultural boutique, envisioned by the Lorenz Bach Group as a destination where fashion, art, and hospitality intersect. With sleek interiors and curated experiences, the store invites exploration: limited-edition skiwear, niche perfumery, and lifestyle objects all mingle in an atmosphere that feels more salon than shop.
For Derek Rose, this isn’t just a pop-up. It’s a carefully considered alliance. As Club 66 blends traditional Alpine ambiance with contemporary edge, the brand’s understated elegance feels at home. The collaboration introduces a tactile universe of soft velour robes, satin pyjamas, and whisper-light cashmere, pieces that elevate rest to ritual, designed for those who understand that real luxury often begins in private.
At Club 66, Derek Rose’s presence is quiet but profound. There are no flashing logos or loud branding, only fabric that invites touch, detail that whispers quality, and silhouettes that honor the body's rhythm. This is clothing for après-ski evenings in wood-paneled suites, for champagne breakfasts on chalet balconies, for moments that are as personal as they are luxurious.
In choosing Gstaad and Club 66, Derek Rose aligns itself with a very specific kind of luxury: one rooted in discretion, comfort, and enduring style. It’s a move that reinforces the brand’s cultural currency while offering Gstaad’s visitors a new expression of indulgence. One that drapes softly, feels intimate, and quietly defines a season.
As snowflakes fall on Gstaad’s timeless promenade, the Derek Rose x Club 66 partnership becomes more than retail, it becomes a part of the village’s winter mood. A moment of soft-spoken elegance in a place that has long made luxury feel personal. For those who know, who seek, and who savor, this collaboration offers something rare: the chance to take home a piece of Gstaad’s whispered magic.
© All imagery courtesy of Derek Rose
