We’re proud to see Luxurynsight featured in Reuters’ coverage of the Milano Cortina 2026 Winter Olympics and the growing convergence between luxury and sport. In the article by Elisa Anzolin, our Fashion Expert Noémie Voyer highlights how the Games represent a powerful cultural mega-platform where brands can stage their savoir-faire on a global scale — particularly when the host city aligns with their heritage.

As luxury houses increasingly turn toward sports to expand visibility and cultural relevance, the Winter Olympics provide a unique intersection of performance, glamour, and international broadcast reach. From capsule collections and national team partnerships to boutique openings in Cortina d’Ampezzo, brands are strategically positioning themselves to engage both aspirational new audiences and established luxury clients.

Luxurynsight’s perspective underscores a broader shift: luxury is no longer confined to traditional fashion calendars but is embedding itself in global cultural moments that blend experience, prestige, and storytelling. We thank Reuters for spotlighting our expertise on the evolving relationship between luxury, sport, and global brand strategy.