Big-name fashion brands are gearing up for the Winter Olympics in Italy, which start on February 6. Designers from around the world are throwing their weight behind it by dressing teams, opening boutiques and stirring patriotic spirits.
Inspired by the fashion precedent set by the Paris summer Olympics in 2024, Italy is aiming to showcase its home-grown style. Luxury brands Loro Piana and Prada have opened boutiques in Cortina d'Ampezzo's main shopping street, Corso Italia, for the games, while Louis Vuitton, Dior and Swatch have revamped their existing boutiques. Franz Kraler, the luxury multi-brand store with branches dotted throughout the Dolomites, has undertaken major upgrades ready for the expected crowds.
Just as the Paris Olympics were instrumental in bringing brands to a new audience, so the winter games are being viewed as an opportunity to show off their cold weather wear. Cortina d'Ampezzo is already known as a playground of the rich, so there is wide expectation that crowds will wander from the competition slopes into the
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