Winter Games in Italy attract luxury brands seeking global stage

30 Jan 2026

The Milano Cortina Winter Olympics have caught the eye of a number of luxury brands, as the Italian fashion capital and the exclusive Alpine destination prepare to host wealthy tourists from around the world and attract a huge broadcast audience.
Luxury brands have opened boutiques in Olympic venues, dressed several national teams and launched small 'capsule collections' inspired by winter activities, as they increasingly turn to sports to promote their products.

"Luxury brands have been gravitating toward the world of sports for quite some time now... Now, with the Winter Olympics, a new opportunity arises to further cement this connection," said Emanuela Prandelli, associate professor of Fashion & Luxury Management at Milan's Bocconi University, noting that this comes at a time when affluent consumers are increasingly choosing to spend on unique experiences rather than luxury products.
"The goal for all is to reach a broader audience brought together by the values of sport and the glamour of the event, inspiring the most aspirational clientele while simultaneously offering new reasons for desire to the more established luxury customer base," she said.