The Winter Olympic Games Milano Cortina kick off in just two days. And while the main reason we tune in is, of course, to follow our favourite athletes and feel the rush of competition, fashion has become an increasingly important part of the spectacle.

Ahead of the official opening of this year’s Winter Olympics in Milan and Cortina, the competing countries have already started drawing attention — thanks to their uniforms. Bold yet comfortable, with subtle nods to cultural heritage, they are simply a pleasure to look at.

So let’s take a moment to appreciate them, the brands that were developing them and with the interest they genuinely deserve.

There is no point pretending otherwise — one of the most talked-about uniforms on social media this year belongs to Mongolia. Drawing inspiration from the Mongolian Empire of the 13th to 15th centuries, the collection feels genuinely authentic, standing apart from many other teams.

The ceremony outfits promise even more drama: richly printed sweaters, long fur-trimmed skirts — not just for style, but for warmth — and an abundance of intricate traditional patterns throughout. Every element feels considered and deeply rooted in heritage.

And then come the details. The oversized fur hat acts as the final statement — a bold finishing touch to a look that is already striking and memorable.

The United Arab Emirates is set to make its Winter Olympics debut this year — and, unsurprisingly, it is doing so at scale. Following the widely discussed appearance of UAE athletes at the 2024 Summer Games, where the uniforms were created by local label A Friend of Mine, expectations were never going to be modest.

For its winter Olympic wardrobe, the UAE has teamed up with three well-known performance brands — Burton, Rossignol and Spyder — bringing together technical expertise with a clear, confident visual identity.

We have already had a preview of how the athletes will look on the slopes, thanks to alpine skiers Alex Astridge, who recently shared his uniform packing on Instagram, and Piera Hudson, who posted moments from her journey to the Olympics on social media.

Sandy-toned jackets feel like a quiet nod to the athletes’ roots — something Astridge summed up perfectly when he said: “I was raised in the desert, and yet here I am, on my way to the Winter Olympics.”

Off the slopes, the look shifts. Ski suits are swapped for bold red jackets, marked with the national flag and United Arab Emirates branding.

The United States stays loyal to its traditions and, once again — now for the tenth year running — has turned to Ralph Lauren as its official uniform provider.

While the US uniforms don’t change dramatically from one Games to the next, that consistency is very much part of the strategy. Bold emblems, clear national symbolism and confident use of the flag remain at the core — and it works, delivering instant recognition every time.

For this edition, the approach feels familiar but gently softened. The colour palette shifts towards warmer beige and off-white tones, while oversized unisex puffers give way to more elegant coats with refined closures. Much of the branding has been pushed into the accessories, leaving the overall look feeling cleaner, more contemporary and polished.

It is also worth noting the collaboration with Skims on underwear and accessories. The brand’s playful aesthetic adds a subtle contrast to an otherwise classic, all-American uniform.

France surprised many with its colour choice this time around. After the deep navy palette of the 2022 Winter Olympics, the team switched to light blue and white — a move that feels fresh and smart.

Designed, as usual, by Le Coq Sportif, the uniforms stand out thanks to their soft, airy palette, setting France apart from many other teams. The lighter tones give the collection a modern lift, while still feeling unmistakably French.

Another smart choice was the focus on accessories. Rather than overpowering the main looks, they are carefully designed to complement them — subtle in colour, but precise in detail.

While Canada often attracts less attention than some of the louder competitors, it continues to surprise. This year, it does so by reworking its classic red-and-white, previously plain designs into something more detailed and graphic. The maple leaf moves to the centre of the composition as a strong visual element, while additional motifs reference Canada’s vast landscapes, with shades ranging from deep reds to blue-greens.

As in previous Olympic cycles, the uniforms were designed by Lululemon, which balances a clear visual identity with practicality.

While Saudi Arabia hasn't yet revealed its ceremonial uniforms for the 2026 Winter Olympics, there is already a clear reference point that hints at the direction they are likely to take: Team Saudi.

Created in line with Vision 2030, Team Saudi is a nation-branding project that presents Saudi Arabia as modern and unified. It brings different sports under one visual system, with minimalism at its core. Instead of relying on costume or folklore, the focus is on clean typography, simple design, and a restrained colour palette of white, sand and green — with green used carefully, never overpowering the look.

With the athletes now confirmed — Fayik Rifat Abdi in alpine skiing and Rakan Alireza in cross-country — we also get a first glimpse of how this approach may appear on the slopes. Both athletes have shared moments from their final preparations on social media, revealing looks that feel calm, minimal and closely aligned with the Team Saudi identity.

Compared to the sharp, bold look of Beijing 2022 — dominated by blue and heavy, almost overwhelming graphics — Great Britain’s 2026 Olympic uniforms feel noticeably more relaxed and softer in tone. The palette and mood appear calmer, possibly drawing inspiration from the Dolomite landscape, while still keeping national identity firmly front.

The overall design remains crisp yet restrained, striking a balance between clarity and ease. This cohesion is especially interesting given that two brands worked on the collection — Adidas and Ben Sherman — bringing together performance-driven sportswear with a more tailored, distinctly British sensibility.

This isn’t the first time Emporio Armani has stepped in as Italy’s Official Outfitter — and the contrast with the previous Winter Olympics is striking. After the full-flag, head-to-toe statement of 2022, it would be wrong to describe this year’s look as shy — it is simply quieter, and deliberately so.

The all-white, milky, snow-inspired outfits are accented with subtle touches of national identity, worked into ribbing, trims and accessories rather than shouted across the silhouette. It is a restrained, elegant approach that feels confident rather than cautious — a safe strategy, perhaps, but a smart one, and one that has been widely praised.