[2026 Milan Olympics] An Armani Exhibition? Milan’s “Wearable National Anthem” and the True Nature of Soft Power

The 2026 Milan-Cortina Olympics are more than just a sporting event for Italy.

If the 2024 Paris Olympics were a lavish spectacle orchestrated by the LVMH Group (Louis Vuitton Moët Hennessy), then the Milan Olympics represent a “war of beauty” waged by the entire nation.

The symbol of this was the pure white uniform for the Italian team, the last creation left behind by the late maestro.

The day Italy abandoned “Azzurro”

When it comes to the Italian national team, the traditional color is “Azzurro” (sky blue), best known for soccer.

However, on February 6 (local time), the Italian delegation entering last at the opening ceremony wore a different color. It wasn’t the milky white uniforms featured as the main visual in the pre-tournament press release either.

Depending on the lighting, it appeared as a deep, dark brown or even black—a profoundly subdued hue.

It was the ultimate chic, stripped of ornate decoration, as if it blended seamlessly with the rocky surfaces and trees of the Alps.

The Maestro’s Last Will

The official uniforms were designed by Giorgio Armani, the emperor of Italian fashion.

This “final collection” was the project Giorgio oversaw until the very end from his sickbed before passing away in September 2025.

The main visual’s milky white was intended to harmonize with the snowy mountains. However, the formal style chosen for the actual opening ceremony night featured black (Nero) as its base.
And at their feet, brown suede alpine boots combining practicality for the snowy mountains with fashion.

Bathed in the stadium’s warm lighting, the entire ensemble appeared in earth tones, embodying the host nation’s confidence and the late maestro’s aesthetic principle of “Less is More.”

Inside the jacket lining, at the left chest where the heartbeat can be heard, the first verse of the Italian national anthem (Mameli’s Hymn) is printed in gold lettering.

Fratelli d’Italia(Brothers of Italy)

At first glance, this subdued brownish-black seemed almost plain, yet amid the stadium’s clamor, it radiated an intense stillness and dignity, appearing almost like a monk’s robe.

Milan vs. Paris: Two “Fashion Olympics”

The Milan-Cortina Organizing Committee’s “Fashion Strategy” stands in stark contrast to the 2024 Paris Olympics.

The Paris Olympics embody street culture.

The designer behind the French team’s uniforms for the Paris Olympics was Stéphane Ashpool. At 42, Ashpool was the “child of the streets,” having just launched his streetwear brand Pigalle in 2008.

Ashpool infused the Paris Games with youth culture through hoodies and sneakers.

The Milan Olympics saw a “return to tradition” with Armani.

In contrast, at the Milan Olympics, Giorgio Armani, born in 1934 and then 91 years old, became the face of the event.

What he presented was a break from trendy street style. With structured shoulder lines and clean silhouettes, he returned to sophisticated formal wear.

While Armani handled the “official” side, the “unofficial/culture” side was covered by Italy’s other mega-brands. Herein lies the true strength of the Italian fashion world.

The pinnacle of functional beauty: Moncler

The snow mountain-specialized line “Grenoble” transformed the landscape of Cortina.

The stands were filled with the brand’s signature “glossy lacquered nylon” down jackets. Boasting specifications capable of withstanding the extreme cold of the Alps, their voluminous silhouette beautifully accentuates the body’s lines, truly embodying “snow couture.”

Moncler also designed the uniforms for the Brazilian team at the Milan Olympics.

Prada, the uniform provider for the wealthy

Prada’s sports line, Linea Rossa, stands out in VIP lounges and post-competition parties (after-ski).

What they wear isn’t sweat-absorbing jersey, but high-performance fabrics like Gore-Tex tailored to the extreme—thin and stylish. And on their feet, sheepskin boots that won’t slip on ice yet are equally at home in a high-end restaurant.

It’s truly the style for the sophisticated adult.

Where to in Prada? Cortina’s True Identity: “Winter Monaco”

[Winter Monaco] A Cup of Coffee for ¥2,500? The Crazy Rich Reality of the Olympics Seen at Cortina

A single cup of coffee at a shocking price? Cortina, host of the 2026 Winter Olympics, was a “Winter Monaco” that turned away ordinary people. Italian consumer groups warn of the reality of “five times the usual lodging costs.” Here's what you need to know to avoid turning pale on site. We report on the harsh financial realities lurking behind the glamorous festivities.

host-cities.windcastor.com

2026.02.07

Volunteers are also stars on the runway

Italian aesthetics are thoroughly embodied by the 18,000 volunteer staff members.

The volunteer uniforms were designed by Salomon, a global mountain sports brand and premium partner of the event.

This is not just a uniform, but a “modular wardrobe” that can be mixed and matched according to weather and occasion. Developed over 18 months by a team of over 50 designers, these uniforms offer functionality to withstand harsh mountain conditions while remaining stylish enough to wear seamlessly through the streets of Milan.

On-site, volunteers wear them like seasoned fashionistas, turning up jacket collars or layering with flair.

Italy has a term: “sprezzatura” (calculated nonchalance).

It was this commitment to beauty, regardless of age or gender, among the volunteers that elevated the event’s aesthetic to the world’s most refined.

Salomon Supports Both Volunteers and New Sports—An Explanation of the New Sport “Ski Mountaineering”

[2026 Milan New Event]What is “Skimo”? Prep for the Most Demanding and Busiest “Triathlon on Snow”!

A 3-Minute Guide to Ski Mountaineering, the New 2026 Olympic Sport. “Skiing but climbing?” “F1-style gear changes?” Prepare to be hooked on this snow-bound triathlon—the toughest, most absurdly challenging event packed with moments begging for commentary.

host-cities.windcastor.com

2026.02.03

Fashion is national power

The podium is also a testing ground for design.

The podium, crafted from fallen trees in the Dolomites brought down by the 2018 storm, is more than just recycling. Its form, meticulously calculated by Italian architects, is a “story of regeneration” that transforms even the scars of natural disaster into art.

The podiums of Milano Cortina 2026: symbols of design, inclusion and sustainability(Italian Olympic Committee)

What is the fashion Italy showcases at the Milan Olympics? It is more than just visual appeal or decoration; it is the very essence of Italy’s industrial competitiveness.

Armani demonstrated tradition and discipline in official settings, Moncler and Prada showcased innovation and playfulness on snowy mountains and city streets, while Salomon supported the operations on the ground. This masterful division of roles reveals the breadth of Italy’s fashion ecosystem and the true nature of its decentralized soft power.

Through the massive showcase of the Olympics, Italy powerfully presented the “Made in Italy” brand to the world.

[Light and Shadow] Behind the Armani Frenzy, a ¥19 Billion “Negative Legacy” Was Born

[2026 Milan-Cortina] A 118 million Euro Ruin? — Rush Construction of Bobsleigh Course Ignores IOC Warnings

Ruins guaranteed! Ignoring the IOC's warnings, the Italian government is forging ahead with the construction of a new bobsled course in Cortina, investing 118 million Euro. Having created ruins at the Turin Olympics, why build another course destined to become ruins? We expose the Italian politicians' pride and construction interests behind it.

host-cities.windcastor.com

2026.02.10