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Olympic artefacts in the "Milano Fashion Week" Campaign
The communication campaign for Milano Fashion Week Men’s Spring/Summer 2026 not only promotes the new generation of designers, but also the city itself. Set in the unique location of Milan’s Flower Market, it showcases the spring/summer collections alongside iconic objects from the heritage of The Olympic Museum, based in Lausanne, Switzerland. A tribute to the upcoming Winter Olympic Games and a symbolic gesture from the city preparing to host them.
Adding further value to the images - captured by PS Artists Management S.r.l - are five artefacts from past editions of the Winter Olympic Games. These objects show how the connection between fashion and sport has evolved over time. The selected items include: a scarve from the Oslo 1952 Olympic Games, with the official Olympic logo, a badge from Cortina d’Ampezzo 1956, a necklace from Salt Lake City 2002 and a duffel bag from Calgary 1988. These items are not merely decorative - they are narrative elements that seamlessly place Fashion Week on the path to Milano Cortina 2026.
The integration of Olympic artefacts into the campaign visuals feels natural, demonstrating how sport and fashion have developed an increasingly shared visual language. These objects tell the story of a growing mutual influence: at first glance, the two worlds may seem distant - glitter and sequins on one side, tracksuits and bodysuits on the other. Yet, over the past century, they have continuously influenced each other, initially subtly, then more overtly.
Stadiums have become “the place to be,” with athletes donning outfits worthy of top runways, while technical fabrics parade through the streets, worn by both fashion lovers and sports enthusiasts. These are not forced encounters but rather ones of affinity - both realms express identity, style, and values.
“Sharing some artefacts from our collection for this campaign allows us to announce the Games from a different perspective - through the language of fashion and design,” says Angelita Teo, Director of the Olympic Museum. “The collaboration with Milano & Partners, which also includes other Fashion Weeks in the year leading up to Milano Cortina 2026, is a concrete opportunity to bring the Olympic values closer to the public in an original and creative way. Initiatives like this are the best way to embody the concept ‘Sport. And More Than Sport,’ which truly reflects the Olympic movement. The Olympics are not just about competition, achievements, and athletic feats - they are also extraordinary opportunities for sharing design, fashion, music, art, and culture at large".
The partnership between Milano & Partners and The Olympic Museum for the “Milano Fashion Week” campaign is part of a broader project that leverages the city’s cultural agenda to bring Olympic spirit into the heart of Milan. This activity is included in the Cultural Olympiad program of Milano Cortina 2026, aiming to engage the cultural community in an open and participatory project. It seeks to highlight artistic and cultural excellence in the spirit of the Olympic and Paralympic Games, which Italy will host from February 6–22 and March 6–15, 2026, respectively.
