I recently was back in this gorgeous ski resort alpine town. I always find a sense of peace, tranquility and beauty that just bathes the entire town aglow in its energy. Fashion in a ski town? You bet! From the name brands, at that. You will find no fashion faux pas on the slopes here. Everyone is coordinated right down to their ski goggles and matching Rolex. Walk the main street in Zermatt and there are some of the best fashion names in the world scattered along this less than one mile very casual little town center.

Yet, there is an unassuming way that the tourists, the locals and the people of Zermatt take on. It is not anything but warm, welcoming and absolute pure Swiss.