Winter Olympics news and archive

When the moment is the message: fashion marketing at sports’ biggest stages

Arriving at the top of the escalator in Antwerp’s flagship Zara store, shoppers are met with a mannequin dressed head to toe in white. The look is instantly recognisable. Worn by Bad Bunny during his Super Bowl performance, it went viral within hours. Much of the post-game commentary focused on the estimated “media value” of the appearance, but...

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...

Fashion

Save the Duck named outerwear partner of U.S. Figure Skating

Save The Duck, the Italian 100 percent animal-free outerwear and lifestyle brand, has been named the exclusive outerwear partner for the U.S. Figure Skating team ahead of the Olympic Winter Games Milano Cortina 2026. The move marks the first time Save The Duck has served as the exclusive outerwear partner for a national governing body and will...

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Business

Perfect Moment partners with global agencies to expand presence across Europe & Asia

Skiwear and lifestyle brand Perfect Moment has partnered with two global sales agencies to help grow its presence in several key markets in Europe and Asia. Through its new strategic partnerships, the UK-based brand aims to strengthen its wholesale distribution in its focal territories, including Southern Europe and Japan. The two sales...

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Fashion

Ben Sherman and Team GB unveil ceremony wear for winter Olympics

Ben Sherman has unveiled its latest collection with Team GB that the athletes will wear to attend the opening and closing ceremony at the Beijing 2022 Olympic Winter Games. The athlete’s opening ceremony attire features a deep roll-neck cream sweater featuring a bold and colourful deconstructed union jack flag, worn with navy mini-dogtooth print...