On ice and in fashion: The brands defining Winter Olympics 2026 style

When the Winter Olympics arrived in the Italian Alps, sport took centre stage, but style was never far behind. Milano Cortina 2026 transformed the slopes and stadiums into an unlikely runway, where national pride met with global luxury. As athletes prepared to compete across snow and ice, fashion houses and performance giants alike used the Games as a canvas, dressing teams in uniforms that project identity, ambition, and cultural nuance.

In a host year shared between Milan and Cortina d’Ampezzo, two destinations synonymous with design, the visual language of the Olympic Games became especially significant. From precision-engineered outerwear to ceremonial tailoring, this edition signalled a moment when fashion’s relationship with sport is not merely collaborative, it is strategic and expressive.

Team Italy, fittingly, was clad in EA7 Emporio Armani, marrying streamlined athleticism with the polish expected of a host nation. Across the Atlantic, Ralph Lauren marked its tenth outing designing ceremonial uniforms for Team USA, delivering a distinctly American narrative through Fair Isle knits and tailored layers that balance nostalgia and modernity. Performance, meanwhile, remained paramount: Nike, through its ACG line, supplied technical gear engineered for extreme conditions, while Skims introduced a softer counterpoint with elevated loungewear for downtime.

Elsewhere, national partnerships reflected both heritage and innovation. Adidas presented Team GB with a crisp, contemporary edge, while Lululemon brought its technical prowess to Team Canada. Moncler, known for its mastery of mountain-ready luxury, backed Team Brazil, an unexpected yet compelling alignment that underscored the brand’s global reach. For Team Iceland, the choice was instinctive: 66 North, the country’s own outerwear authority, delivering functional pieces rooted in Arctic resilience.

Beyond official uniforms, the Games sparked a flurry of fashion activity. Oakley’s Aura collection reimagines classic goggles and helmets with an iridescent colour-shift finish, blending performance with futuristic flair. Prada has expanded its footprint in Cortina d’Ampezzo, opening a boutique that anchors luxury firmly within the Olympic landscape. Lacoste revisits history with a capsule inspired by the 1956 Cortina Games, reviving archival insignia for a new generation of spectators.

On the ground, the style spectrum ranged from exuberant to understated. Japan’s sunrise-red puffers hit a careful balance between patriotism and streetwear appeal, while Nigeria’s striped bomber offered a refreshing departure from standard-issue ceremony attire. France embraced Breton stripes with a knowing nod to Gallic heritage, and Haiti’s hand-painted ensembles, designed by Stella Jean, infused the parade with artistic gravitas, transforming fabric into storytelling.

Athletes, too, shaped the aesthetic conversation. Figure skating costumes channelled couture-level intricacy, while bold hair, accessories, and silhouettes elevated the arena into a stage. Even the choice of eyewear or helmet became a visual signature, reinforcing the idea that Olympic style now operates on both performance metrics and Instagram grids.

The Winter Olympics have always been a display of endurance and excellence, but Milano Cortina 2026 confirms they are also a masterclass in branding and design. Strict sponsorship rules may limit overt advertising, yet fashion has found its foothold through uniforms, capsules, and immersive experiences that extend far beyond the podium.

In an era where cultural capital is as coveted as medals, what competitors wear carries symbolic weight. At these Games, puffer jackets, bombers, and ceremonial knits are not mere layers against the cold; they are declarations of identity, craftsmanship, and global ambition. On ice and snow, fashion moves as swiftly as the athletes themselves, proving that at the Winter Olympics, style is very much in play.

 

Image credits: Getty Images 

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