Mountain Style, Elevated

Once a rugged mountain town shaped by its Wild West roots, Jackson Hole has evolved into a destination where luxury meets adventure. While cowboy leathers and mountain gear remain staples, locals and visitors alike are now pairing function with fashion, bringing more intention — and style — to what they wear.

Dana Sanders Souther, owner of the downtown boutique Terra, has witnessed Jackson Hole’s style transformation firsthand. Since moving to the valley in 1997, she’s seen the shift from purely practical clothing to a more fashion-forward approach.

“I love it when I go out and I see all these women dress so beautifully, and they're enjoying fashion — that was not always the case,” she said.

Cold winter months and muddy spring days can make dressing stylishly a challenge, but Dana has tips for elevating outfits in the snowy season. Her first piece of advice: always dress for the occasion.

“Maybe it's 10 degrees, but are you walking around outside all afternoon, or are you going to an office or a party that's inside? People get a little stressed about being cold, which, of course, is understandable, but you don't need to wear a sweater to a party that's going to be inside,” she said.

In the winter, she likes to stock her shelves with cashmere, denim and wools. Her goal is function through fashion, so she likes to stick with the basics — like pairing an upscale denim pant with a beautiful top and adding a chunky-heeled boot.

“We're just taking our casual vibe here, and we're elevating it just enough that your outfit feels special for whichever occasion you are headed to,” Dana said.  

Terra is well-known for its large selection of denim, and Dana says that this season there are a plethora of styles on trend. With the boutique’s vast selection of brands and cuts, Terra offers denim for every body type.

What’s In Style

One hot ticket item she sells in the winter is the Mou bootline. They come in an array of colors, are lined with shearling, and are the perfect slip-on snow boot for the mountains, Dana said. The popular footwear sells out every season, and when they’re gone, they’re gone. 

“I always call them winter flip flops,” she said. “They're like Uggs, but they're more fashion forward. You can slip them on and your feet stay warm and dry.”

Another brand that flies off the shelf, Doen, offers ultra feminine sweaters and cashmere for an affordable price. She also recommends Forte Forte, an Italian brand known for its distinctive style and range of pieces. Pairing one of Forte Forte’s unique jackets with a simple white t-shirt and jeans creates an effortlessly chic ensemble.

“It's brocades and velvets and faux fur, and so it's flair, but it's elegant and it's classic,” Dana said.

Botanic Skincare

Dana has long kept up with the latest research on skincare, and in 2013 she decided to bring that passion into Terra by carrying select products. When it comes to caring for skin in Jackson Hole’s harsh winter climate, her biggest piece of advice is to layer on the hydration.

“Must-have items are vitamin C and retinol, they're the only proven wrinkle fighters,” she said.

Don’t disregard the type of cleanser, either. Use a cleansing balm, oil or milky cleanser that is going to leave a little moisture residue. Next, layer on a hyaluronic acid or vitamin C serum to lock in hydration, and finally, add a sunscreen moisturizer.

If she had to choose one skincare product she carries as her favorite, it would be the Active Botanical Serum from Vintner's Daughter.

“This is another cult product, and people who know it swear by it,” Dana said.

Her final piece of advice is to listen to your skin, as it changes daily.

“How it felt yesterday may not be what it needs today. It's just part of being a woman,” she said.