- Top 10 Winter Olympic Fashion Runway Moments
- Campaign Analysis and Rationale
- 1. Italy: EA7 Emporio Armani (Giorgio Armani Tribute)
- 2. Mongolia: Goyol Cashmere
- 3. USA: Ralph Lauren
- 4. France: Le Coq Sportif x Stéphane Ashpool
- 5. Haiti: Stella Jean
- 6. Brazil: Moncler x Oskar Metsavaht
- 7. Great Britain: Adidas x Ben Sherman
- 8. Jamaica: Spyder
- 9. Canada: Lululemon
- 10. Australia: Sportscraft
Fashion’s biggest stage isn’t Paris. This season, it was the Alps. The Milano Cortina 2026 Winter Olympics Opening Ceremony proved that national team dressing is now a full blown brand moment, and the industry took notes. From the boldest uniform collaborations to a deeply moving tribute to Giorgio Armani, this is a look at the fashion statements that stopped the scroll, moved culture, and reminded the world why Italian style is still the gold standard.
Top 10 Winter Olympic Fashion Runway Moments
| Rank | Team / Country | Collaboration / Designer | Buzz Level | Consumer Sentiment | Key Media Coverage |
| 1 | Italy | EA7 Emporio Armani (Giorgio Armani Tribute) | Extreme | Deeply Emotional / Positive | Town & Country , Olympics.com , W Magazine |
| 2 | Mongolia | Michel & Amazonka | Very High | Overwhelmingly Positive | Designboom , TikTok , Facebook |
| 3 | USA | Ralph Lauren | High | Iconic / Positive | Ralph Lauren , USOPC , Vanity Fair |
| 4 | France | Le Coq Sportif x Stephane Ashpool | High | Artistic / Modern | Designboom , Highsnobiety , Le Coq Sportif |
| 5 | Haiti | Stella Jean | High | Culturally Rich / Positive | AP News , Reddit , Instagram |
| 6 | Brazil | Moncler x Oskar Metsavaht | High | Avant Garde / Positive | Vanity Fair |
| 7 | Great Britain | Adidas x Ben Sherman | Medium/High | Stylish / Positive | Vogue |
| 8 | Jamaica | Spyder | Medium/High | Striking / Positive | NSS Sports |
| 9 | Canada | Lululemon | High | Mixed (Viral Backlash) | Instagram, Facebook |
| 10 | Australia | Sportscraft | Medium | Traditional / Safe | Olympics.com.au , Instagram |
Campaign Analysis and Rationale
1. Italy: EA7 Emporio Armani (Giorgio Armani Tribute)
The Milano Cortina 2026 Opening Ceremony featured a profoundly moving tribute to the late fashion icon Giorgio Armani, who passed away in 2025. The Italian Olympic team, dressed in sleek black down jackets with subtle Italian flag linings, designed by EA7 Emporio Armani, embodied a sense of quiet elegance and national pride. The symbolic gesture of Vittoria Ceretti handing off the Italian flag, clad in Armani, resonated deeply with audiences worldwide, transforming the uniform into a powerful eulogy for a designer who had profoundly shaped Italian fashion and its global perception. This moment generated extreme buzz and overwhelmingly positive, emotional sentiment, establishing it as the most significant fashion statement of the ceremony.
2. Mongolia: Goyol Cashmere
Team Mongolia once again captured global attention with their exquisite opening ceremony attire, designed by Goyol Cashmere. Their intricate cashmere deels, inspired by the grandeur of the 13th to 15th century Mongol Empire, were celebrated for their exceptional craftsmanship and rich cultural heritage . The designs quickly went viral across social media, garnering widespread admiration for their unique aesthetic and powerful representation of Mongolian identity. The overwhelmingly positive sentiment underscored the success of this collaboration in blending tradition with contemporary appeal.
3. USA: Ralph Lauren
Ralph Lauren continued its long standing tradition of designing Team U.S.A.’s opening ceremony uniforms, delivering a collection that exuded classic American style with a modern twist. The ensemble featured sophisticated leather shearling jackets, iconic toggle coats, and statement sweaters, offering a distinctly “swaggy” take on winter prep. The high quality craftsmanship and timeless appeal of the designs generated significant positive buzz and reinforced Ralph Lauren’s status as an iconic American brand. The collection was widely praised for its blend of luxury and functionality, making it a standout at the ceremony.
4. France: Le Coq Sportif x Stéphane Ashpool
Team France made a memorable impression with their artistic, modern uniforms, a collaboration between Le Coq Sportif and Stéphane Ashpool, the founder of the buzzy streetwear label Pigalle. The designs featured soft, artistic patterns that blended high performance sportswear with a contemporary, fashion forward aesthetic. This collaboration was lauded for its innovative approach, successfully bridging the gap between athletic wear and high fashion. The positive sentiment highlighted the collection’s unique and stylish appeal, setting Team France apart from the more traditional uniforms.
5. Haiti: Stella Jean
Team Haiti’s uniforms, designed by the acclaimed Italian Haitian designer Stella Jean, were a vibrant celebration of Haitian culture and artistry. The designs incorporated prints inspired by the paintings of a Haitian artist, creating a visually stunning and socially conscious statement. The collaboration garnered high praise for its cultural richness and the powerful storytelling woven into the garments. The positive sentiment underscored the importance of representation and the ability of fashion to convey a deeper message, making it a standout moment of the ceremony.
6. Brazil: Moncler x Oskar Metsavaht
Team Brazil brought an avant garde sensibility to the opening ceremony with their uniforms designed by Moncler in collaboration with Oskar Metsavaht, the creative director of Osklen. The collection featured unconventional silhouettes, including puffer skirts and capes, that challenged traditional notions of winter sportswear. The bold and innovative designs generated significant buzz and positive sentiment, with many praising the collaboration for its creativity and fashion forward approach. It was a memorable and intriguing display of high fashion winter wear.
7. Great Britain: Adidas x Ben Sherman
Team Great Britain’s uniforms were a stylish fusion of performance wear and classic British heritage, thanks to a dual creative partnership between Adidas and Ben Sherman. The collection successfully blended Adidas’s technical expertise with Ben Sherman’s iconic mod inspired aesthetic, resulting in a look that was both functional and fashionable. The positive sentiment highlighted the successful marriage of two distinct brand identities, creating a cohesive and stylish ensemble for the British athletes.
8. Jamaica: Spyder
Team Jamaica made a striking visual impact with their vibrant black, green, and yellow uniforms designed by Spyder. The clean, minimal, yet bold design stood out during the Parade of Nations, making a strong claim for one of the best dressed teams. The positive sentiment was driven by the eye catching color palette and the confident, energetic spirit of the Jamaican team, proving that a simple, well executed design can be just as impactful as a more elaborate one.
9. Canada: Lululemon
Team Canada’s opening ceremony kits, designed by Lululemon, generated significant buzz, though not all of it was positive. The innovative, modular designs, featuring a palette of deep reds and earthy browns, received mixed reception. While some praised the technical aspects and modern aesthetic, many on social media drew unfavorable comparisons to the uniforms of the Canadian coffee chain Tim Hortons, leading to viral backlash . Despite the controversy, the uniforms were undeniably one of the most talked about aspects of the ceremony, demonstrating the power of a polarizing design to generate conversation.
10. Australia: Sportscraft
Team Australia’s uniforms, designed by Sportscraft, offered a traditional and safe approach to opening ceremony attire. The classic green and gold color scheme, combined with a focus on sustainable materials, resulted in a look that was both patriotic and responsible. While not as buzzworthy as some of the more avant garde designs, the uniforms were met with positive sentiment for their timeless appeal and commitment to sustainability. It was a solid, respectable showing by the Australian team.
