I remember my first ski lesson with our impossibly-suave instructor in the resort of Selva. "What's the most important thing to learn?" he asked the nervous group, who mumbled back words like "posture", "stopping" and "balance". "Nooo!" he shouted back. "It's looking cool, of course!" This season the Scandinavians are leading the way with jackets that will make you trendier than a drummer in a Stockholm indie band.