{"id":1408928,"date":"2026-01-23T11:39:00","date_gmt":"2026-01-23T08:39:00","guid":{"rendered":"https:\/\/analyse.optim.biz\/?p=1408928"},"modified":"2026-01-23T11:39:00","modified_gmt":"2026-01-23T08:39:00","slug":"fashions-biggest-brands-are-taking-over-the-winter-olympics","status":"publish","type":"post","link":"https:\/\/analyse.optim.biz\/?p=1408928","title":{"rendered":"Fashion\u2019s biggest brands are taking over the Winter Olympics"},"content":{"rendered":"
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In just two weeks time, the first major sporting event of the year will get underway in the Italian Alps: the Winter Olympic Games, or Milano Cortina 2026 to use its official name. It comes as no surprise that some of the world\u2019s biggest brands have signed up to get involved, and as the countdown to the opening ceremony begins, many labels have been revealing which teams they\u2019ll be backing.\u00a0<\/span><\/p>\n

Three American brands, <\/span>Nike<\/span><\/a>, <\/span>Ralph Lauren<\/span><\/a> and Skims, have designed Team USA\u2019s uniforms, whereas Team GB has looked further afield, partnering with German brand <\/span>adidas<\/span><\/a> for their kit. Naturally, Italian brand EA7 Emporio <\/span>Armani<\/span><\/a> will design Team Italy\u2019s uniforms, while <\/span>Moncler<\/span><\/a> backs Team Brazil, and Canadian activewear brand Lululemon will dress Team Canada. For Team Iceland, there was only one contender: Icelandic outwear brand 66 North, who reveals its kit today.<\/span><\/p>\n

Beyond the team uniforms, there are plenty of other launches keeping brands busy. Last week, Oakley unveiled its new Aura collection \u2013 inspired by the athletes \u2013\u00a0 just in time for the big event, meanwhile Prada<\/a> has opened a new boutique in the heart of Cortina d\u2019Ampezzo, the small skiin town in the heart of the Alps. As well as all that, Lacoste is taking us back to 1956, when Cortina d\u2019Ampezzo first hosted the Winter Games, with a capsule collection that reprises the event\u2019s original blue logo.<\/span><\/p>\n<\/div>\n

\"Oakley\u2019s<\/span><\/span>
Oakley\u2019s Aura collection<\/span>Courtesy of Oakley<\/span><\/figcaption><\/figure>\n
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To build on the excitement of it all, the Games will also take place at a time when the world has become obsessed with one particular winter sport: ice hockey, thanks to the steamy gay romance, <\/span>Heated Rivalry. <\/span><\/em>In fact, there\u2019s a real-life <\/span>Heated Rivalry<\/span><\/em> couple competing at the Olympics: engaged lesbian hockey players Anna Kjellbin and Ronja Savolainen.\u00a0<\/span><\/p>\n

Elsewhere in fashion this week, the AW26<\/a> season is in full swing. Having started in Milan last weekend, the menswear shows are currently underway<\/a> in Paris, before couture kicks off next week. If you thought there would be a pause following couture, you thought wrong: New York Fashion Week begins shortly after (followed by London, Milan and Paris again). Oh, and there\u2019s Copenhagen and Berlin fashion week in between too. Keep up to date with all our fashion coverage <\/span>here<\/span><\/a>, and catch up on all the other news you missed this week below.<\/span><\/p>\n<\/div>\n

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GIVENCHY LAUNCHES THE SNATCH\u00a0<\/h1>\n<\/div>\n
\"The<\/span><\/span>
Courtesy of Givenchy<\/span><\/figcaption><\/figure>\n
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For creative director Sarah Burton\u2019s latest move, <\/span>Givenchy<\/span><\/a> has launched a brand new bag, The Snatch. The new day bag is inspired by the curves of a woman\u2019s body, and is accompanied by a campaign featuring It-model Emeline Hoareau. See <\/span>here<\/span><\/a>.\u00a0<\/span><\/p>\n

ALPHA INDUSTRIES TAPS CECILIE BAHNSEN<\/h1>\n<\/div>\n
\"Alpha<\/span><\/span>
Courtesy of Alpha Industries<\/span><\/span><\/figcaption><\/figure>\n
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Danish designer Cecilie Bahnsen has teamed up with workwear label Alpha Industries to reimagine the brand\u2019s MA-1 and N-2B bomber jackets. Of course, Bahnsen has added her signature flair, embellishing the jackets with a range of flower motifs. See <\/span>here.<\/span><\/a>\u00a0<\/span><\/p>\n

THE NEW BALANCE GATOR RUNS ARE HERE\u00a0<\/h1>\n<\/div>\n
\"The<\/span><\/span>
Courtesy of New Balance<\/span><\/span><\/figcaption><\/figure>\n
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New Balance<\/span><\/a> just launched its latest shoe: a reinterpretation of the classic Gator Run. A style that originated in 1982, the Gator Runs fuse retro roots with practical, traditional sportswear. Fittingly, the campaign is alligator inspired. See <\/span>here<\/span><\/a>.\u00a0<\/span><\/p>\n

SEE ACNE PAPER\u2019S NEW EXHIBITION\u00a0<\/h1>\n<\/div>\n
\"Acne<\/span><\/span>
Courtesy of Acne<\/span><\/figcaption><\/figure>\n
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For its first exhibition of 2026, Acne Paper Palais Royal has teamed up with photographer Jordan Hemingway. Titled <\/span>Angels With Dirty Faces<\/span><\/em>, the display is an exploration of both the beautiful and the macabre, and runs until March 15.\u00a0<\/span><\/p>\n<\/div>\n

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Source URL: https:\/\/www.dazeddigital.com\/fashion\/article\/69469\/1\/prada-armani-nike-winter-olympics-milano-cortina-2026<\/p>\n","protected":false},"excerpt":{"rendered":"

In just two weeks time, the first major sporting event of the year will get underway in the Italian Alps: the Winter Olympic Games, or Milano Cortina 2026 to use its official name. It comes as no surprise that some of the world\u2019s biggest brands have signed up to get involved, and as the countdown […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[76],"class_list":["post-1408928","post","type-post","status-publish","format-standard","hentry","category-politics","tag-dazeddigital-com"],"_links":{"self":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts\/1408928","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=1408928"}],"version-history":[{"count":0,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts\/1408928\/revisions"}],"wp:attachment":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=1408928"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=1408928"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=1408928"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}