In the early decades of the twentieth century, posters dedicated to Alpine tourism present women primarily as elegant spectators of the mountains: refined, fashionable, the embodiment of ideals of health, elegance, and grace. More than athletes, women are symbols of worldliness, used to promote all kinds of products: from liqueurs to pills, from cigarettes to biscuits.

Between the 1930s and 1950s, with the spread of winter sports, the imagery evolved, and women become active and dynamic skiers. After World War II, thanks also to the cultural impact of events such as the 1956 Cortina Winter Olympics, women appear in posters as symbols of freedom and modernity: healthy, casual, and attractive, the protagonists of a carefree holiday.

Today, the imagery appears broad and diverse, presenting autonomous and diverse women, athletes or enthusiasts, who experience the mountains as a place for experience, well-being, and self-determination.