Fashion’s biggest brands are taking over the Winter Olympics

Courtesy of 66 NorthJanuary 23, 2026Fashion / Round-up Fashion / Round-up Fashion’s biggest brands are taking over the Winter Olympics

Prada, Armani, Nike and 66 North are all heading to Milano Cortina 2026, plus all the fashion news you missed this week

ShareLink copied ✔️January 23, 2026January 23, 2026TextIsobel Van Dyke

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’s 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’ll be backing.

Three American brands, Nike, Ralph Lauren and Skims, have designed Team USA’s uniforms, whereas Team GB has looked further afield, partnering with German brand adidas for their kit. Naturally, Italian brand EA7 Emporio Armani will design Team Italy’s uniforms, while Moncler 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.

Beyond the team uniforms, there are plenty of other launches keeping brands busy. Last week, Oakley unveiled its new Aura collection – inspired by the athletes – just in time for the big event, meanwhile Prada has opened a new boutique in the heart of Cortina d’Ampezzo, 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’Ampezzo first hosted the Winter Games, with a capsule collection that reprises the event’s original blue logo.

Oakley’s Aura collectionCourtesy of Oakley

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, Heated Rivalry. In fact, there’s a real-life Heated Rivalry couple competing at the Olympics: engaged lesbian hockey players Anna Kjellbin and Ronja Savolainen.

Elsewhere in fashion this week, the AW26 season is in full swing. Having started in Milan last weekend, the menswear shows are currently underway 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’s Copenhagen and Berlin fashion week in between too. Keep up to date with all our fashion coverage here, and catch up on all the other news you missed this week below.

GIVENCHY LAUNCHES THE SNATCH Pin It

Courtesy of Givenchy

For creative director Sarah Burton’s latest move, Givenchy has launched a brand new bag, The Snatch. The new day bag is inspired by the curves of a woman’s body, and is accompanied by a campaign featuring It-model Emeline Hoareau. See here.

ALPHA INDUSTRIES TAPS CECILIE BAHNSEN Pin It

Courtesy of Alpha Industries

Danish designer Cecilie Bahnsen has teamed up with workwear label Alpha Industries to reimagine the brand’s 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 here.

THE NEW BALANCE GATOR RUNS ARE HERE Pin It

Courtesy of New Balance

New Balance 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 here.

SEE ACNE PAPER’S NEW EXHIBITION Pin It

Courtesy of Acne

For its first exhibition of 2026, Acne Paper Palais Royal has teamed up with photographer Jordan Hemingway. Titled Angels With Dirty Faces, the display is an exploration of both the beautiful and the macabre, and runs until March 15.

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