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Winter Games in Italy Attract Luxury Brands Seeking Global Stage

Luxury fashion brands are seeking to capitalise on the Milano Cortina Winter Olympics, opening boutiques, sponsoring teams and launching collections.
Team USA’s 2026 Winter Olympic uniforms by Ralph Lauren.
Team USA’s 2026 Winter Olympic uniforms by Ralph Lauren. (Ralph Lauren)
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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.

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