MILAN — Fashion’s fascination with sports will reach fever pitch here starting Friday, when the 2026 Milano Cortina Winter Olympics will officially kick off, running through Feb. 22.
The opening ceremony on Friday is poised to deliver plenty of fashion moments, including a tribute to the late designer and entrepreneur Giorgio Armani; appearances by celebrities ranging from Mariah Carey to local stars Laura Pausini and Sabrina Impacciatore; a choral show orchestrated by creative lead Marco Balich with costumes designed by Academy Awards nominee Massimo Cantini Parrini, and the traditional parade of athletes unfolding under the eyes of an international audience.
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Fashion brands aren’t missing the moment either, racing to outfit the different teams with uniforms that blend ice-cool designs, high performance and national motifs — all aimed at making an impact on the slopes and on global screens.
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Here, WWD rounds up some of the team uniforms for the Winter Games.
Australia: Karbon
Karbon, the Canadian skiwear brand, has been supporting the Australian Olympic Team since 2002 and will continue to do so for these Games. The uniforms were designed in collaboration with Alisa Camplin, Australia’s first female chef de mission. Key pieces include a wool blend blazer, cable sweater, stretch chino pants, a tipped polo, and belt, featuring advanced waterproofing, breathable stretch fabrics, and strategically placed insulation for comfort across all disciplines. The uniforms also reflect a commitment to sustainability with recycled and PFAS-free materials. The design features clean lines, bold colorblocking in yellow and green, and recalls national symbols through its graphic elements.
“This is the green and gold in a whole new way,” said Peter Schure, vice president of marketing at Karbon. “With Indigenous artwork by a former Australian Olympian, the design blends culture, heritage, and modern performance.”
Austria: AlphaTauri
Austria’s Olympic and Paralympic athletes will be outfitted by AlphaTauri, the technical fashion label named after the Red Bull-owned Formula 1 racing team. The uniforms are to be sported across all Winter Olympics events and include the race suits for Alpine skiing and ski jumping.
Inspired by Austria’s alpine landscapes, they come in graphic camouflage-like gray and white patterns accented with red details and were developed in collaboration with the Olympic athletes.
“It’s been incredible to be part of this process from the very beginning,” said snowboarder Benny Karl. “AlphaTauri has created something truly special, functional, stylish, and tailored to the exact needs of athletes,” he added.
Touting the result, two-time Olympic champion snowboarder Anna Gasser said that uniforms hold a special place in athletes’ hearts as they are sported “during one of the most important competitions of your career, accompanying you from your first appearance all the way to, hopefully, the medal celebration at the Austria House.”
Brazil: Moncler
Moncler is returning to the Olympics after an almost 60-year hiatus. As the official sponsor of the Brazil Olympic Committee and technical sponsor of the Brazilian Snow Sports Federation, the luxury brand will outfit the country’s ski team, building on its existing tie-up with Moncler Grenoble brand ambassador Lucas Pinheiro Braathen, the 24-year-old Brazilian-Norwegian alpine skier.
As the official and technical sponsor, Moncler will supply both out-of-competition and racing outfits to Team Brazil, including the race suit developed in collaboration with Pinheiro Braathen. All falling under the Moncler Grenoble division, the outfits are in ivory white and feature subtle branding as well as the Brazilian flag.
Canada: Lululemon
Lululemon is again showing pride in its home country by outfitting Team Canada. This is the third time the Vancouver-based brand has dressed its country’s team as the official outfitter.
There will be different uniforms for the opening and closing ceremonies, medal ceremonies, media appearances, travel days as well as off-duty time in the athletes’ village.
For both the Olympians and Paralympians, the kits offer modern silhouettes and graphics that speak to the country’s landscape and environment. Among them are a topographic map print, large maple leaf details and colors that range from red and green to blue. Key pieces include a nylon taffeta insulated jacket; an alpaca-blend jacquard sweater; an insulated relaxed-fit pant; a Translu Wunder Puff jacket inspired by the brand’s Wunder Puff jacket; a Shine Wunder Puff large-hood jacket; a wool-blend trapper hat; a Future Legacy Warm Revelation beanie; a Future Legacy scarf, and a Future Legacy Easy Access bag.
Athletes, coaches and support staff will wear the Team Canada apparel throughout the Games.
China: Li-Ning
Activewear giant Li-Ning — which was founded by the famed Olympic gymnast — is partnering with the Chinese Olympic Committee, outfitting athletes and the delegation in technical gear that incorporates the “double victory pattern,” a traditional Chinese symbol of triumph, good fortune, and unity.
Supplying uniforms for different occasions, including the opening ceremony, as well as outdoor and indoor podiums, Li-Ning decked the pieces in fiery red or in different shades of blue.
As reported, the brand has already capitalized on the exposure of Milan ahead of the Winter Games hosting a runway show last month during the city’s fashion week, boosting its European awareness and footprint along the way.
France: Le Coq Sportif
Le Coq Sportif will continue to support the French Olympic and Paralympic teams with different kits in pastel tones, divided into three distinct lines. The village range will include a hybrid hoodie combining a soft fleece front with a ripstop nylon back, displaying a tricolor mountain motif, as well as a T-shirt designed as a nod to the Paris Games in 2024 and a recycled polyester sherpa. The interview range will come with a sweatshirt and tapered pants, inspired by French Olympic archives from the ’70s, while the podium and ceremony range will hinge on more elevated designs, including a beige duffle coat and down jacket.
Germany: Adidas
Adidas partnered with the German Olympic Sports Confederation and the German Paralympic Committee to support Team D at the Olympics. The brand is applying its expertise in sportswear materials to key apparel and footwear pieces, including Terrex Xperior Loose Fill hooded jackets, Frehiker 2 Gore-Tex Climawarm+ hiking shoes, and a jacket featuring innovative Primeknit construction. This technology, developed through years of body mapping, offers durability and stretch thanks to a tightly warp-knitted design.
“It’s a privilege to design for athletes performing at their peak on the biggest winter sports stage,” said Adidas design director Jacqueline King. “Our goal was to create kits that help athletes tackle winter sports challenges while capturing the Games’ spirit.”
Haiti: Stella Jean
Haitian Italian designer Stella Jean, an early advocate and champion of diversity and inclusivity in fashion as well as Haiti’s goodwill ambassador to Europe, is again creating uniforms for Team Haiti. The two-member team includes Alpine skier Richardson “Richi” Viano and cross-country skier Stevenson Savart.
Jean’s designs produced by the Vitalini sportswear company, founded by former Alpine ski champion Pietro Vitalini, embed visuals that nod to the foundation of the Haitian Republic set against a botanical camouflage, drawn from the work of renowned Haitian artist Edouard Duval-Carrié. The women’s uniforms include a padded full skirt, with matching base layer and tignon wrapped around the head.
Italy: EA7
EA7 Emporio Armani is a partner of the Milano Cortina Foundation and the official technical outfitter of the Italian team, supplying uniforms in a milky white color and a range of accessories such as gloves and hats, as well as a bag, trolley, backpack and waterproof mountain shoes with anti-slip system, and running shoes.
To celebrate the tie-up, EA7 Emporio Armani also designed a collection echoing the style and details of the official kit provided to each athlete, also hinged on clean lines, high-performance materials and details that express national identity and pride. Ski sets with jackets or down jackets, ski suits, T-shirts, sweatshirts and long- or short-sleeve polo shirts come in the same white hue, with the word “Italia” on the back and inserts and trims in green, white and red.
Iceland: 66°North, Hoka
Iceland-based sustainable outerwear brand 66°North kicked off its 100th anniversary celebrations with a national acknowledgement, becoming the official clothing sponsor for Team Iceland and supplying its athletes with clothing to be worn at the opening ceremony, during the Games, as well as for training and everyday wear.
The outfits will spotlight the label’s bestselling technical pieces, including their hero Hornstrandir jacket and pants known for their versatility for skiing, hiking and daily wear, customized for the occasion. As for footwear, this will be supplied by Hoka to coincide with 66°North’s launching as a Hoka stockist in Iceland. Athletes will be outfitted in the Hoka Kaha 2 Frost Moc Gore-Tex style.
Mongolia: Goyol Cashmere
Arguably the uniforms that have set social media the most abuzz, Team Mongolia’s outfits for the opening ceremony were created by Goyol Cashmere, a cashmere company based in the country since 2005.
Drawing inspiration from the traditional “deel” garments, the attire prevalent in the Great Mongol Empire between the 13th and 15th centuries, the looks are crafted from Mongolian cashmere with silk trimmings embroidered with horn motifs. The silhouettes reflect the original styles with design elements, including functional skirt slits, raised collars and wraparound jacket style. These are flanked by cashmere knit ensembles inspired by alpine- and aprés-ski-nodding sweaters bearing Mongolian patterns.
Sweden: Uniqlo
Building on its seven-year partnership with Team Sweden, Uniqlo is outfitting the North European country’s athletes and staff. Developed under the Japanese fashion company’s LifeWear line, the uniforms are crafted from the moisture-wicking and heat-generating Heattech material, with insulation provided by Pufftech. For the upcoming Winter Olympics, Uniqlo has also embedded Toray Industries’ waterproof and breathable Dermizax material for jackets and pants to be sported at the opening and closing ceremonies.
Uniqlo said that about 42 percent of the materials used produce low GHG emissions, an improvement of nine percentage points compared to the uniforms supplied for the 2022 Beijing Olympics. This was achieved by integrating more recycled materials, including non-virgin polyester and down, as well as zippers and sewing threads. All pieces come with a QR code unlocking traceability and recycling information.
Uniqlo’s LifeWear will be sported by Team Sweden for all out-of-competition circumstances, as well as by freestyle skiers, snowboarders and curling players on the slopes and ice rink, respectively.
U.K.: Adidas, Ben Sherman
Adidas will showcase Team Great Britain’s competitive spirit through striking fonts and graphics — with an unexpected twist. The technical kit will come with the traditional dark blue, white and red tones and — in a key update from the last Games — pops of energetic pink. For the podium and presentations, a brighter and wider palette of white, shades of red, blue, indigo and pink will be used, creating a variety of looks across the collection, while the main allover print will combine the team’s logo with the country’s national flag and typeface.
For the opening and closing ceremonies, the national delegation will be outfitted by Ben Sherman, which has collaborated with five-time Olympic medalist and 2024 Paris flag-bearer Tom Daley to create unique hand-knit scarves and winter hats for the athletes carrying the Union Jack at the two events. Overall, the looks will hinge on knitwear, centering on a wool-blend mock-neck sweater with raised stripe accents and a repeating Union Jack motif, which will be paired with sweat joggers, a wool coat with checked lining and Vibram-soled winter boots laced in red, white and blue.
U.S.: Ralph Lauren
It’s been 10 Olympics and nearly 20 years since Ralph Lauren became the official outfitter of the U.S. Olympic and Paralympic teams. The company, whose partnership with the Olympics began with Beijing in 2008, will provide Team USA with the opening and closing ceremony parade uniforms, as well as an assortment of Village wear for the Games.
In particular, for the opening ceremony, the company has designed a statement winter-white wool toggle coat that will be worn with an American flag intarsia wool turtleneck sweater and tailored wool trousers. The closing ceremony outfit will draw inspiration from vintage ski racing kits and include a color-blocked puffer with bold Team USA graphics, a wool turtleneck and white utility pants. Both looks will be accessorized with red, white and blue intarsia knit hats and mittens, a leather belt and brown suede alpine boots with red laces.
Staff and Volunteers: Salomon
As the premium partner of the organizing committee of the Winter Games, Salomon designed the uniforms for the 18,000 volunteers and the workforce members involved in the event. These will add to the white tracksuit the brand designed for the torchbearers and that received global attention in the past few months, partially thanks to prominent names such as “Heated Rivalry” stars Hudson Williams and Connor Storrie.
Each volunteer will receive a complete kit, which will include 17 items in different shades of blue and encompassing an outer jacket redesigned from a Salomon alpine bestseller with enhanced insulation and weather protection; different mid-layers created to maintain the same visual identity indoors or in mild weather, and two types of pants, one insulated for alpine conditions and a lighter version for everyday duties. Accessories such as the brand’s Trailblazer 20 backpack and the X Ultra 360 Mid Gore-Tex hiking boots will add to hats and gloves to round out the looks.