The Spanish brand joins leading international fashion and sports names at the Milano Cortina 2026 Fashion Show through the participation of the Spanish Olympic Committee.
At the heart of the world’s fashion capital and against the backdrop of the global anticipation surrounding the Milano Cortina 2026 Olympic Winter Games, Joma brought Spanish identity to the international spotlight. Through its role as Official Technical Sponsor of the Spanish Olympic Committee (COE), the brand’s designs for the Spanish delegation took part in the Milano Cortina Fashion Show. At this event, Joma highlighted the Olympic uniform as an expression of national identity, combining advanced textile technology with elite-focused sports design.
Sport and fashion come together in Milan
The fashion show highlighted the connection between sport, fashion and innovation, showing how brands reinterpret traditional Olympic uniforms with a stronger focus on functionality and performance. During the event, each country presented a preview of its Parade Collection for the Opening Ceremony, in the presence of representatives from the sports sector, the fashion industry and international media.
A collection that reflects the collective strength of Spanish sport
At the Milano Cortina 2026 Fashion Show, Joma and the COE unveiled the Parade Collection, developed to represent the strength, pride and sporting passion of Spain. Both organisations brought the collection’s motto to Milan: “There are colours you don’t just wear, you defend. There are garments that don’t just keep you warm, they protect your pride.”
The technical garments feature high-performance attributes such as:
- Maximum protection during prolonged exposure thanks to a 10,000 mm waterproof membrane.
- Optimised breathability to ensure effective moisture management.
- Ergonomic and articulated pattern design.
- Functional details including removable and adjustable inner suspenders, quick-access fleece-lined pockets and adjustable areas for improved insulation.
