Behind The Label: Chloe Simpson

 

For Chloe Simpson, skiing isn’t just a sport. It’s a feeling. It’s childhood joy, family connection, and clarity all rolled into one. After years spent on the slopes of Thredbo, followed by a career in fashion that took her from styling in New York to personal shopping in London, Chloe returned to Australia with a clear vision: to redefine skiwear for the modern woman.

Enter AMERL. A label rooted in timeless design, thoughtful details, and quiet confidence. Blending performance-led features with elevated, feminine silhouettes, Chloe has created a collection of winter essentials designed for the slopes and the moments beyond. Think magnetic closures that work with gloves on, detachable faux-fur collars for versatile styling, and refined tones that outlast trends.

Ahead of her upcoming meet-the-designer event at MUSE Arrowtown, we caught up with Chloe to talk about the memories that shaped her, the women she designs for, and how a dropped glove on a freezing day inspired one of AMERL’s most practical features. She also shared what’s coming next, from reversible après pieces to dog jackets (yes, really!), and why connecting with the MUSE community in person feels like such a full-circle moment.

 

 

You’ve loved skiing from a young age, how did growing up on the slopes shape your connection to the sport, and how does that lifelong passion influence your work with AMERL today?

Skiing has always been a huge part of my life, not just as a sport but as a place where I found joy, family connection, and clarity. That lifelong passion naturally influences AMERL - I design pieces that honour the performance side of skiing while bringing women style and comfort. It’s about creating ski wear that feels effortless on the mountain, but also beautiful and timeless off it.

 

You studied fashion and textiles and then worked across New York and London. How did those experiences shape your design philosophy, especially as you balance function with style for AMERL?

Working as a stylist in New York gave me a deeper understanding of personal style and how to read what people are looking for. My time as a personal shopper in London showed me what women truly want when it comes to fit - and also how important price and value are. London was also when the rise of Instagram started, and with it, the demand for stylish and flattering ski wear that looked good on and off the slopes. When I was growing up, skiwear was oversized, unisex, and purely functional because no one really cared what you looked like. Now, women want to be seen skiing, and they want to look and feel amazing while they do it - and AMERL was created to answer exactly that need.

 

 

You returned to Australia and saw a real opportunity in skiwear. What did you notice was missing, and how did you want AMERL to change that conversation?

Growing up skiing in Thredbo gave me some of my fondest memories, and it’s where my love for the sport began. When I lived overseas, people were often surprised to hear I learned to ski in Australia - our ski towns and culture aren’t recognised the same way as those in the northern hemisphere. What I noticed was missing were brands from this part of the world that offered both function and style. AMERL was created to change that conversation -bringing fashionable, high-quality skiwear from Australia to the global stage.

 

MUSE has such a strong community of women who appreciate quiet luxury and timeless style. How would you describe the AMERL woman, and what feeling do you hope your ski wear pieces evoke for her, both on and off the mountain?

The AMERL woman values quality, timeless design, and refined details. She doesn’t need loud logos or bold prints to stand out -her style speaks through elegance and restraint. I’ve always been drawn to pieces that last for generations; I still wear things my mother wore at my age, and that sense of timelessness is exactly what I want to capture with AMERL. At the same time, I want her to feel confident and comfortable, which is why versatility is built into every design -detachable faux-fur collars, removable hoods, and thoughtful touches that let her adapt each piece to her own style, mood, or even the weather.

 

 

Where do you find inspiration for your collections? Are there particular places, experiences, or people that spark your creativity?

My mum has always been a style inspiration - she had an incredible eye for tonal palettes and would even match her lipstick to her outfits for school drop-offs. Living in London gave me the chance to spend a lot of time in the Swiss Alps, where I was inspired by both the culture and the après-ski style. And when it comes to fit, I’ve always lived by the rule: 50% fitted, 50% oversized. That balance really shows through in AMERL’s silhouettes - streamlined pants with a four-way stretch paired with more relaxed jackets.

 

Tell us about your typical day when designing. What’s your process like? Do you have any rituals or habits that help keep you focused and grounded?

I’ve turned my home into both an office and a mini showroom, which helps me maximise my days without the distractions of commuting. Like anyone starting a business, I often feel like I’m juggling a hundred things at once, so the first thing I do (after coffee!) is write my daily hit list. Without that list and a very colour-coded calendar, I’d honestly have no idea what I’m meant to be doing in an hour.

 

 

Your designs feature clever, thoughtful details—magnetic closures, fleece-lined seams, detachable sleeves. Can you tell us how those touches came to be and why they matter?

Thank you! The attention to detail is what I’m most proud of. One memory stands out: as a kid skiing with my dad on a freezing day, I dropped my glove off the chairlift while fumbling with a jacket full of velcro and press studs. He made me ski the rest of the day without it—which is exactly why AMERL uses magnetic closures and long zipper pullers that can be managed without ever taking your gloves off. That focus on detail has come from years of developing and refining. Combining my background of growing up skiing and snowboarding, with a degree in fashion, gave me the foundation of what I wanted to achieve. From there, it’s been countless trips back and forth to the factory, testing samples in the coldest conditions, and constantly improving and building on each design.

 

When you’re not designing, what are your favourite ways to unwind or find inspiration? Any rituals or little moments that keep you centred?

Ironically, skiing is what helps me switch off and recharge - it’s the one thing that makes me feel both calm and energised. When I can’t be on the slopes, pilates is my go-to. Both give me the mental reset I need to come back to work with fresh ideas.

 

 

We’re so excited to welcome you to MUSE Arrowtown for the meet-the-designer event! What are you most looking forward to about meeting our community in person?

I’ve admired MUSE for so long, their buy and overall style align so naturally with AMERL, so it feels really special to be part of their community. I think New Zealand women embody exactly what I design for: outdoorsy, fashionable, and confident. I’m excited to hear their thoughts on my collection in person and to connect with people whose style resonates so closely with the AMERL ethos.

 

And lastly, what’s next for AMERL? Any exciting collections, collaborations, or lifestyle expansions on the horizon?

I recently collaborated with Range Rover and loved the experience -I’d definitely like to do more. Being a dog mum, I’ve also designed a matching jacket set for women and their dogs, which has been a lot of fun. Right now, I’m working on an après-ski inspired collection with reversible pieces that can transition seamlessly from the mountain to the city, combining water-resistance on one side and style on the other - versatility is always at the heart of AMERL. Looking ahead, I’d love to expand into girls’ skiwear so mums and daughters can share the AMERL style on the slopes, and eventually into après-ski boots. And of course a trip to Queenstown would be wasted without an AMERL shoot! Stay tuned for some amazing new videos of the collection shot on top of the Remarkables.