“It’s All Family” Gstaad Guy on Privilege, Heritage & Entrepreneurship

From his very first Instagram parody, Gstaad Guy has grown into a cultural phenomenon that extends far beyond Switzerland. What began as a witty nod to life in one of the world’s most exclusive valleys has evolved into a global voice on luxury, excellence, and everyday etiquette. Through his alter egos – Constance and, at times, Colton – he has built a universe that blends satire, social observation, and quietly sold-out product drops, captivating an intergenerational audience that, beyond the laughter, finds in his humor an unexpected guide to behavior.

Jacket, sweater and trousers LORO PIANA
watch AUDEMARS PIGUET
bracelets POUBEL

In this issue, we met with Gstaad Guy at the village’s most iconic landmark, the Alpina Gstaad, to explore both the character and the person behind it. Moving between contrasts of tradition and modernity, luxury and simplicity, his work offers more than entertainment: it invites reflection on values, heritage, lifestyle, and the ways we choose to interact with others. More than a persona, Gstaad Guy embodies a contemporary perspective on privilege and authenticity, redefining what it means to live with excellence in today’s world.