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“A girl can look sexier in ski clothes than in a bathing suit,” pronounced Fred Picard, the self-styled “international authority on glamour in the snow”, in 1957. Picard was a Swiss designer who moved to the US to open his own ski clothing store in Sun Valley, Idaho – the favoured schussing spot of Clark Gable, Ingrid Bergman and Norma Shearer. A master salesman, he sold skiwear to the US Olympics women’s ski team and Nordic sweaters to “tanned and shapely young women and well-muscled college men”, according to the New York Times. It was not unusual for him to say things like: “A beautiful girl is never more radiant than when her cheeks are glowing and her eyes sparkling from healthful outdoor exercise at 10 below.”

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