With just a few weeks to go before the Winter Olympics kick off, luxury brands are stepping up their collaborations and creations to secure a prominent place at this global event.
From February 6 to 22, 2026, the Winter Olympics will take place in Milan and Cortina d’Ampezzo, Italy, providing an opportunity for luxury brands to take center stage at this very special event.
The big names answer the call
The American Olympic Committee’s long-standing partner, Ralph Lauren, could not miss this event. For Milan-Cortina 2026, the brand has unveiled ceremonial outfits that play on heritage: wool coats, flag-patterned sweaters, retro ski-inspired down jackets, and a consumer collection associated with the event.
Moncler, for its part, has chosen a different strategy, based on its symbolic return to the winter games, 58 years after its last appearance. The Italian fashion house is reappearing on the Olympic scene by sponsoring the Brazilian delegation for the ceremonies and acting as technical sponsor for the athletes. And for the Italian team, Armani will be responsible for designing the delegation’s official uniforms, opting for a palette and cuts that reflect contemporary Italian aesthetics.
Discover our plans
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Read also > When luxury unveils its ski suits
Featured photo : © Moncler
