Olympics-Winter Games in Italy attract luxury brands seeking global stage
Published on: Jan. 30, 2026, 11:36 a.m. | Source: Devdiscourse
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.
