Then Maria Bogner came along in the 1950s and created the first slim-fitting, waist-hugging sexy ski pants for women. Her husband, Olympic champion skier Willy Bogner Sr., founded the family's ski wear company in the 1930s. But with these new designs, in bright colors like hot red and royal blue, Bogner of America revolutionized the industry.

''Women were skiing in skirts before that. This wasn't fashionable or functional,'' said Peter Born, the company's president. ''The Bogners believed that women should always look sexy.''

Now, designers from Versace to Pucci to Celine are creating luxurious collections of sporty chic and functionally warm ski wear.

''Our designers are on the slopes constantly and get ideas for different styles from different cultures and other parts of the world. The fashion and function together give our ski wear an extraordinary look and feel,'' Born said.

Bogner's winter collection, taking cues from fashion runways, is energized with color from snappy pink and Pacific blue to neutrals like bamboo and olive.

Kim Beekman, managing editor of Ski magazine, says color, particularly pink, will continue to make a bold statement at ski resorts this season.

Jackets are less bulky, she says, and come with improved technology that blends lightweight and heavyweight layers into a hybrid or soft-shell jacket that is warm enough for skiing and cool enough to be worn on a spring day.

Beekman says more ski companies are crafting clothes and gear for women. Boots by Solomon and other leading companies are lined with extra fur and warmth to keep women's toes more toasty.

''For the ski industry to survive, they've had to incorporate fashion into their designs,'' says Tricia Kubeczka, a buyer for Sun & Ski Sports. ''People want something unique and a reason to buy.''

She sees more feminine influences this season, with simple lines in colors like kiwi, lavender and tangerine, as well as embroidery and other embellishment. Pants have a slightly lower rise.

Even snowboarders are hitting the slopes in fashionable plaids and camouflage. Snowboard gear companies such as Ride and K2 have even created sleek women's jackets with pink ribbons in support of breast cancer awareness.

Where best to show off such finery? Luxury resorts include Deer Valley, Sun Valley in Idaho, Vail in Colorado and Big Sky in Montana. But Beekman says Aspen remains the top pick among the rich and famous.

''It's simply the town of stars,'' she says.