The opening of the Milano Cortina 2026 Olympic Winter Games is signaling a shift beyond athletic performance, with fashion taking center stage. The games, hosted in Milan and Cortina d’Ampezzo, Italy, are being described as potentially the most fashionable Winter Olympics to date, as national teams unveil uniforms that transcend sportswear and enter the realm of lifestyle apparel.
From Function to Fashion: A New Era for Olympic Uniforms
Traditionally focused on functionality, snow apparel has increasingly become desirable in its own right. The Milano Cortina 2026 games are accelerating this trend, with uniforms designed not just for athletic competition but to be photographed, shared, and purchased. This transformation is fueled by athletes leveraging platforms like TikTok, where “fit checks” – showcasing their Olympic attire – have become a prominent part of the games’ narrative.
Mongolia’s Viral Moment: A Celebration of Cultural Heritage
The Mongolian team’s uniforms, designed by the brand Goyol Cashmere (founded by sisters Michel & Amazonka), have already achieved viral success on social media. Inspired by clothing worn during the Mongol Empire between the 13th and 15th centuries, the collection features luxurious cashmere, silk, and gold embroidery. The design reimagines the traditional deel with a contemporary aesthetic, representing both cultural pride and resilience. The team’s presentation video, with the tagline “What we carried through the winter, we carry to the world,” has resonated widely.
Italy’s Elegant Continuity with Armani
Italy’s collaboration with EA7 Emporio Armani continues, with the brand designing the uniforms for Team Italia. This collection, one of the last designed by Giorgio Armani before his passing in , emphasizes clean lines, a restrained color palette, and a focus on fit. A subtle detail within the uniforms is the printing of the lyrics of the Italian national anthem, the “Inno di Mameli,” on the inside of jackets and polo shirts – a private message of national identity for the athletes.
Collaborations and Artistic Expression
Beyond the established partnerships, the Milano Cortina 2026 games feature several notable collaborations. Moncler is providing the uniforms for the Brazilian team, combining technical expertise with Italian design and Brazilian exuberance. Haiti’s uniforms, designed by Stella Jean, stand out for their unique artistic approach. The uniforms for the Haitian team, comprised of only two athletes, are hand-painted and inspired by the visionary art of Edouard Duval-Carré, representing a powerful statement of visibility and cultural survival.
Style Powerhouses: USA, Canada, and Great Britain
Major sporting nations are also making a statement through their uniform choices. The Team USA is celebrating a decade-long partnership with Ralph Lauren, featuring nostalgic American designs like flag-patterned sweaters and color-blocked outerwear reminiscent of the 1990s. Canada continues its collaboration with Lululemon, prioritizing inclusive functionality with features like magnetic zippers, braille, and abrasion-resistant materials, alongside a bold color palette that moves beyond traditional red. Great Britain’s uniforms, designed by Ben Sherman, include handmade scarves and hats crocheted by Olympic diver and medalist Tom Daley, adding a personal touch to the classic British aesthetic.
Northern European Aesthetics: Blending with the Landscape
France, Norway, and Finland are adopting a more subtle approach, drawing inspiration from their natural surroundings. Le Coq Sportif is designing for France with a palette of “icy” blues, creams, and textures reminiscent of topographic maps. Norway is revisiting its history with Dale of Norway, re-editing a sweater worn at the 1956 Cortina d’Ampezzo games. Finland, with Luhta, is incorporating the colors of the Lappish sunset and the “blue moment” of Arctic nights into their designs.
TikTok and the Gen Z Influence
The influence of social media, particularly TikTok, is evident in the pre-games buzz. Athletes are acting as influencers, sharing “unboxing” videos of their uniforms, which are accumulating millions of views. China, with Li-Ning (featuring a mix of red, purple, and orange), and Germany, with its urban-inspired designs, are actively seeking to connect with Gen Z audiences through these platforms. Even the volunteers will be featured, outfitted by Salomon with a modular system of 17 interchangeable pieces, bringing French technical style to the streets of Milan.
