The stage is set for the opening ceremony of the Winter Olympic Games in Milan-Cortina, Italy. As the world prepares to witness the spectacle at the San Siro stadium, a subtle but significant undercurrent of national pride – and perhaps a touch of rivalry – is shaping the event.
This year’s Games carry an added weight for Italy, coming just after hosting rights for the Summer Olympics were awarded to France in . A long-standing competitive spirit between the two nations extends beyond the culinary realm – Italy’s recent recognition of its cuisine as an intangible cultural heritage by UNESCO was, according to some, a pointed response to French dominance in that arena – and onto the sporting field. The memory of Zinédine Zidane’s headbutt during the FIFA World Cup final in Berlin remains a potent symbol of this rivalry for many Italians.
But the competition isn’t limited to the athletic events themselves. The opening ceremony and the uniforms worn by the athletes, have become a crucial platform for nations to project their identity and cultural values. This year, the fashion stakes are particularly high, given Milan’s status as a global fashion capital and Cortina d’Ampezzo’s reputation for après-ski glamour.
Several teams have already unveiled their uniforms, generating considerable buzz. Team Mongolia’s ceremonial attire, designed by Goyol Cashmere, is drawing particular attention. The uniforms reinterpret the traditional deel – a long, belted robe central to Mongolia’s nomadic heritage – with a contemporary cut and luxurious cashmere. The inclusion of silk and horn-inspired motifs further emphasizes the country’s ancestral craft and cultural identity.
Team USA will be sporting designs by Polo Ralph Lauren for both the opening and closing ceremonies. The opening ceremony look features an all-white ensemble, including a wool coat with wooden toggles, a flag-patterned wool turtleneck, and matching trousers. The closing ceremony uniform promises a brighter aesthetic.
Beyond the aesthetics, functionality remains paramount. Uniforms must withstand the rigors of winter sports, providing athletes with the necessary protection against the cold, altitude, and speed. Leading sportswear brands like Adidas and Lululemon are engineering performance gear to meet these demands, while designers like Emporio Armani and Moncler are contributing to the ceremonial looks.
The choice of designers and materials isn’t merely aesthetic; it’s a statement. Each uniform serves as an emblem of national identity, showcasing a country’s design prowess, textile industry, and cultural heritage. The uniforms are, a form of soft power, broadcasting a nation’s values and aspirations to a global audience.
The 2026 Milano-Cortina Olympic Games are shaping up to be a style spectacle as much as a sporting event. As athletes parade through the San Siro stadium on , the world will be watching not only for athletic prowess but also for the fashion statements that define this year’s Winter Games. The competition off the ice and slopes is already underway, and the uniforms are proving to be a key battleground.
The most coveted accessory, of course, remains an Olympic medal. But the attention to detail in the uniforms worn by this year’s athletes demonstrates a growing recognition of the power of style and its role in representing a nation on the world stage.
