From February 6 to 22, the world turns its eyes to northern Italy for the 2026 Winter Olympics. But it’s not just the athletes making headlines. Luxury fashion houses are also stepping into the spotlight, dressing national teams and sparking patriotism from fans from around the world.

This year, designers from around the globe are using the Winter Games as a stage to showcase their cold-weather collections. Luxury boutiques are appearing in ski destinations, with Loro Piana and Prada anchoring Cortina’s main street, while Franz Kraler spreads throughout the Dolomites. Crowds are drawn from the slopes into the stores, where limited-edition national team pieces and exclusive souvenirs await.

With the opening ceremony on February 6, here’s a glimpse of what's in store as the teams don their first looks on what they will be wearing throughout the month of February.

UAE Wears Burton, Rossignol and Spyder

Team UAE is making its historic debut at the Winter Olympics, competing for the first time. The National Olympic Committee went all out, teaming up with a trio of cold weather brands Burton, Rossignol, and Spyder. Their wardrobe is inspired by the nation’s desert heritage and the freezing alpine conditions of northern Italy with vivid red jackets bearing the national flag and “United Arab Emirates” in both Arabic and English.

Italy Wears Armani

Team Italy is once again being outfitted by EA7 Emporio Armani. The 2026 kit carries particular sentiment as it was one of the final major projects completed by Giorgio Armani before his passing in September 2025. Moving away from the traditional deep navy or the experimental tricolor capes of past games, the primary colour for 2026 is milky white. Armani chose this to harmonize with the snow-covered peaks of the Italian Alps.

Canada Wears Lululemon

Lululemon is the official outfitter for Team Canada at the 2026 Winter Olympics, providing apparel for opening/closing ceremonies, podium, and village wear through a partnership lasting until the 2028 Los Angeles Games. The 2026 collection features an eggplant-purple, red, and ivory palette, focusing on thermoregulation and sustainable, performance-driven materials such as Merino wool and Jacquard knit. The collection, often referred to as "Maple Echo," highlights a large maple leaf design, reflecting Canadian heritage. Designed for changing weather, the kit features moisture-wicking and insulating fabrics. 

Brazil wears Moncler

Team Brazil partnered with luxury Italian house Moncler for this year’s Winter Games, marking the brand’s first time outfitting an Olympic team since dressing the French ski team in 1968. The collection was co-designed by Moncler and Oskar Metsavaht, founder of the iconic Brazilian brand Osklen, with the aim of blending Brazil’s vibrant identity with high-performance technical wear. While the primary color is a crisp winter white, the Brazilian flag comes alive in striking green and yellow accents on zippers, collars, and thermal layers, giving the overall look a futuristic, NASA-inspired feel.

UK wears Ben Sherman and Adidas

Team GB has split its Olympic wardrobe between two brands, bringing together classic British style and a more contemporary, high-energy look. For the Opening and Closing Ceremonies, the team is dressed in Ben Sherman, with a collection rooted in 1960s mod references and a deliberately pared-back sense of “heritage cool.” Away from the ceremonies, in the Olympic Village, Team GB has partnered with adidas. Those looks lean more athletic and informal, built around the national colours of red, white and navy along with pink accents in Bubblegum pink.

USA

Team USA continues its “Americana Excellence” partnership, led by Ralph Lauren, with contributions from Nike ACG and Skims. For the 2026 Games, athletes will be wearing winter-white wool duffel coats with wooden toggles over navy-and-white intarsia turtlenecks featuring the American flag and Olympic rings. This is paired with tailored white trousers and brown suede alpine boots. The closing ceremony shifts to a vintage ski-racer look with a red, white, and blue color-blocked puffer and crisp white utility pants.

Mongolia

Making its Olympic debut, team Mongolia's outfits draws on the country's traditional garments and will be wearing Goyal cashmere detailed with the countries traditional garment. The centerpiece is a floor-length, deep "Eternal Blue" (Tengri) robe made of 100% Mongolian cashmere. It features a structured, high collar, traditionally designed to protect the "gateway of the soul" (the heart and neck) from harsh winter winds. The robes are finished with silver silk trimmings and intricate horn motif embroidery, symbolising the resilience of nomadic culture.