cortina d’Ampezzo: Where Olympic Hype Meets Timeless Alpine Chic
A stroll along Corso Italia, the heart of Cortina d’Ampezzo, is a ritual unchanged for seven decades-a promenade to see and be seen, where the enduring “ampezzano” style reigns supreme.
Cortina d’Ampezzo, often referred to as the “living room” of the town, embodies a unique blend of tradition and modernity. This pedestrian main street,running north to south through the Italian Alps,has long been a stage for observing the evolution of fashion,from the imperial Austro-Hungarian heritage of loden coats and leather pants to the discreet cashmeres of today. yet, a certain elegance, prioritizing noble fabrics and craftsmanship, remains constant-a style historically imposed by the fashionable Roman elite of the 1960s.
“It is a mix between classic and modern as refined as it is unmistakable, which prioritizes elegance, noble fabrics and craftsmanship over excess,” explains Elisabetta Dotto, the renowned innkeeper of the Ambra hotel boutique. She recalls with some dismay the early 2000s revival of bulky moon boots and oversized Oakley goggles, a stark contrast to the refined aesthetic Cortina cultivates. Now, as the 2026 Olympic and Paralympic Winter Games approach, a new wave of sartorial influence is descending upon the town.
The town even served as a backdrop for iconic films like The Pink Panther (1963) and a James Bond installment, For Your Eyes Only (1981).
The Olympic Spotlight and a clash of Styles
The upcoming 2026 Games are already generating a viral buzz, fueled in part by the popularity of the television series Heated Rivalry. Athletes Connor Storrie and Hudson Williams, sporting Salomon tracksuits, carried the athletic flame through Feltre on thier way to Cortina, captivating their fans. However, the fashion world’s embrace of the Games has been somewhat uneven.
Dsquared2’s fall/winter 2026-2027 collection, showcased during Milan Fashion Week with Williams as a model, offered a bold, “sexy” interpretation of high mountain sportswear-a departure from the understated elegance of the ampezzano aesthetic. Notably, despite the narrative potential, no brands have yet sponsored the real-life athletic couple Anna Kjellbin and Ronja Savolainen, who will compete for Sweden and Finland, respectively.
Luxury brands have largely focused their Olympic sponsorships on athletes with strong Asian market appeal,such as Louis Vuitton’s collaboration with Chinese snowboarder Su Yiming and Gucci’s partnership with Japanese skater Yuzuru Hanyu. Moncler has secured Scandinavian-Brazilian skier Lucas Pinheiro Braathen, continuing a tradition of Olympic outfitting that dates back to the 1968 Grenoble Games. Meanwhile,Emporio Armani will outfit the Italian delegation,while other national teams are represented by brands like Adidas,Joma,66 North,Nike,and Ralph Lauren. Skims, Kim Kardashian’s brand, will provide comfort wear for the American team, and Lululemon will dress the canadian athletes.
Prada has established a notable presence in Cortina with a three-floor pop-up store, while Lacoste has released a capsule collection inspired by the 1956 Games. Harmont & Blaine offers a “Cortina a Colori” line in the La cooperativa shopping center. however, beyond these efforts, the luxury fashion world remains relatively reserved.
Despite the influx of new brands and styles, the residents of Cortina remain unfazed. They understand that fashion is fleeting,and their enduring style-celebrated annually during their own December fashion week-will persist. As the strollers of Corso Italia know,some things simply don’t change.
Image of Brigitte Bardot posing for paparazzi in Cortina in 1956.
Image of Lacoste collection inspired by the Olympic Games held in Cortina d’Ampezzo in 1956.
