ALL PHOTOGRAPHY COURTESY EMPORIO ARMANI

AS MEN’S FASHION Week 2026 unfolds in Milan, attention is already shifting beyond the runway. With Milano Cortina 2026 on the horizon, Emporio Armani has quietly begun its countdown to the Olympic and Paralympic Winter Games, setting the tone for an elegant lead-up to the official Opening Ceremony on February 6.

At the Via Manzoni flagship, that anticipation was brought to life. The store’s facade was transformed through a dramatic lighting display, while a large cube of ice positioned near the entrance slowly melted away to reveal the Italian team’s uniforms beneath. The cocktail event, titled Beyond Every Limit, marked both a symbolic unveiling and the launch of the EA7 capsule inspired by Team Italia.

Inside, a small gathering offered a first look at the collection alongside a campaign led by alpine skier Sofia Goggia – a two-time Olympic downhill medallist and four-time World Cup champion.

Among the Milanese A-list in attendance, the house’s codes were subtly on display. The clothes suggested a refined take on sporting elegance, with relaxed tailoring, double-breasted jackets worn with ease, crisp white tees cutting through black suiting, and leather and shearling adding weight and texture. The result felt quietly confident, a reminder that some of fashion’s most compelling moments arrive well before the main event.


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