Olympics news and archive

In Pictures: Official team uniforms for the Milano Cortina 2026 Winter Olympics

The 2026 Winter Olympics in Milano Cortina are approaching, and fashion houses are presenting the first official team uniforms. Traditionally, these collections serve as a strategic branding moment for brands, combining national identity, heritage and performance. The games begin February 6. Team Canada dressed in Lululemon Team Canada x...

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Video: Ralph Lauren 10th Olympic outfitter collection for team USA

Ralph Lauren has been named the Official Outfitter of Team USA for the Olympic and Paralympic Winter Games 2026 Milano Cortina, marking the 10th time for this partnership. The company will provide uniforms for the Olympic and Paralympic hopefuls and athletes, which will be worn throughout the Games, from the lighting of the torch to the Closing...

Fashion |In Pictures

Team USA unveils Winter Olympic uniforms by Ralph Lauren

American designer brand Ralph Lauren has unveiled Team USA’s opening and closing ceremony uniforms for the Olympic and Paralympic Winter Games Milano Cortina 2026, which kicks off on February 6. The move marks Ralph Lauren’s 10th consecutive Olympic Games outfitting Team USA and highlights include a statement winter-white wool coat with...

Fashion |In Pictures

Moncler is returning to the Winter Olympics with Team Brazil

Italian luxury fashion brand Moncler is returning to the Winter Olympics as the official sponsor of the Brazil Olympic Committee and technical sponsor of the Brazilian Snow Sports Federation for the upcoming Winter Games Milano Cortina 2026, to be held February 6 to 22. In a statement, Moncler said that the move was a “homecoming” for the brand,...

Fashion |In Pictures

Lululemon unveils Team Canada Olympic and Paralympic uniforms

Canadian athleisure brand Lululemon has unveiled its new athlete kit for Team Canada ahead of the Milano Cortina 2026 Olympic and Paralympic Winter Games, including uniforms for the opening and closing Ceremonies, as well as medal ceremonies, media appearances, travel days and daily life in the athlete village. This marks Lululemon’s third Games...

Fashion |In Pictures

Ben Sherman collaborates with Tom Daley for Team GB Winter Olympics kit

British brand Ben Sherman, owned by Marquee Brands, is returning as the official ceremony wear supplier of Team GB for the upcoming Olympic Winter Games Milano Cortina 2026, which kicks off on February 6, including a collaboration with Olympic gold medallist Tom Daley, who has become known for his knitting. Ben Sherman will be outfitting the...

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Business

French fashion retail: Sales down despite Olympic summer

Neither the Olympic Games in Paris nor the high temperatures were able to increase customer frequency in stores. The French trade association "Alliance du Commerce" reported a decline in sales for the past summer. The summer of 2024 seemed to bring together several factors that would give the clothing sector more dynamism. Between the Olympic...

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Fashion

What can fashion expect from the Paralympic Games?

Following the wrapping of the Paris Olympic Games, which delighted crowds and, as such, proved to be a success, it is now the turn of the Paralympic Games, which are to be held from August 28 to September 8. After an already very fashionable start to the summer of sports, driven by LVMH crossovers and trend-led athletes, what can we expect from...

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Business

With LA 2028 looming, can the Olympics be a long-term investment for fashion?

The 2024 Paris Olympics have undoubtedly placed the fashion industry in the spotlight. Partnering with the Olympics gives brands unprecedented visibility and maximises marketing budgets, however some analysts have questioned whether direct sales will live up to the hype. But is this truly the primary objective? LVMH is a case in point. Despite...

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Fashion

Dior shines in Paris in the heat of the Games

The house of Dior, a firm intrinsically linked to the essential practice of French Haute Couture, has ended up occupying a preferential and honorable place in the festivities on the occasion of the inauguration of the Paris 2024 Olympic Games. An event that is serving to offer a renewed and dazzling image of the city, at all times, and as could...

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Fashion

'Queer Fashion' in Paris: French fashion designers break with Olympic tradition

The opening ceremony of the Olympic Games in Paris demonstrated courage in terms of fashion. And it was not just designs from the houses of the luxury group and official Olympic partner LVMH were in the spotlight, but also young talents. With the selection of costumes and designers, those responsible for artistic direction and costumes, Thomas...

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Fashion

LVMH's Olympic coup melds haute couture with global spectacle

The 2024 Olympic Games in Paris have heralded a new era in the intersection of sport and haute couture, with luxury conglomerate LVMH leveraging its premier sponsorship to showcase its maisons on an unprecedented global stage. This strategic move not only elevates the Games' aesthetic but also reinforces Paris's status as the world's fashion...