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Creative Bloq
Creative Bloq
Technology
Manfredi Ricca

How luxury brands are showing up for the Winter Olympics

Olympics Luxury the Winter Olympics Olympics Winter Winter Olympics Milan Team Italy
Milano Cortina Olympics - rings in front of a mountain.

As backdrops go, the Dolomites is undoubtedly a breathtaking one. But for the 25th Winter Olympics – Milano Cortina 2026 – about to start in Northern Italy, it is more than a terrain for elite winter sports athletes to show off their prowess. The mountain range has also become the scenery to some serious fashion business. During this Winter Olympics, the world of luxury fashion is also looking to make its mark on the slopes.

Big name fashion brands have been lining up. We’ve got EA7 Emporio Armani designing for Team Italy; Ralph Lauren for Team USA, Moncler for Team Brazil, and Lululemon for Team Canada.

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