Glitz, glamour, Lycra and oddly worn bibs, the Olympic Winter Games takes fashion to a whole new level.
In a world of marginal gains, kit can make all the difference while the old adage still rings true: “If you look good, you feel good, and if you feel good, you play good.”
While styles have shifted, the importance of what it means has never changed for those who follow, with Olympic kit forever prized and treasured.
At the Summer Games, style is important, but it takes on a whole new meaning at the Winter Games, from the jaw-dropping costumes in figure skating to the laidback style of the halfpipe. Ultimately, personal style takes its own place.
Fashion tells a story, and it becomes as iconic as the medals. Take Lilah Fear and Lewis Gibson dressing up as British ice dance royalty Jayne Torvill and Christopher Dean for Halloween this year.
The newest addition to the kit room, welcome Milano Cortina 2026.
In Milano Cortina, adidas will showcase Team GB's competitive spirit through striking fonts and graphics, using a repeated line pattern with pops of colour.
The kit is grounded in the United Kingdom’s traditional colours. The competition wear uses dark blue, white and red tones and – in a key update from the last games – pops of energetic pink.
For the podium, presentation, athlete and village wear, a brighter and wider palette of white, shades of red, blue, indigo and pink are used, creating a variety of looks across the collection.
The team’s unique all-over print combines the Team GB logo with the United Kingdom’s national flag and typeface.
From fleeces to visors, the collection embodies the fashion of now and we can't wait to see it in action.
Chris Walsh, VP Brand, North Europe at adidas said: “We are so excited to unveil the new Team GB kit ahead of next year’s winter Games in Milano Cortina. Blending British design inspiration with adidas’ cutting-edge technology, the collections are a testament to our long-standing partnership with two of world sport’s iconic teams, embodying our shared commitment to elite performance and style. We look forward to seeing Great Britain and Northern Ireland’s leading athletes step out and compete in the pieces on the world stage next February.”
Tim Ellerton, Chief Commercial Officer at Team GB said: “The official Team GB kit is such an important part of any Olympic Games: it helps athletes feel united as one team, whether they are training, relaxing, competing or celebrating. We always work closely with adidas and our athletes to make sure every detail of the kit reflects what it means to be part of Team GB, combining style and technical excellence with the spirit and pride that comes with representing the nation. Our partnership with adidas has been built over many successful Games, and Milano Cortina will be another brilliant opportunity to see the country’s athletes inspired by that legacy as they take to the world stage.”
As we countdown to the Milano Cortina 2026 Olympic Games, we're taking a look back at some of Team GB's most memorable winter styles.
Beijing 2022
It was bright and it was bold. The split image of dark and light blue framed the kit for Beijing 2022.
A blocked look was the key element, with ombrés of red and white fed through the collection
Adidas collaborated with Parley for the Ocean for the look, with the insulation for the kits made out of recycled marine plastic to make them more sustainable.
Hair was also a huge fashion point in China, with the ever famous "beauty strands" falling out of the helmets of female athletes, perfectly framing their faces as they performed some of the most dangerous tricks in the world above ice.
Sochi 2014
At the time described as 'very 1988 Rave' by The Guardian, Sochi 2014 brought winter style to a whole new level for Team GB.
The design story was inspired by Russia’s cultural heritage, with stripes and blocks of red, white and navy throughout the 267 different items of clothing in the Team GB kit range.
Sochi also saw the introduction of the heatpant - a wide leg trouser set on maintaining muscle heat created during the warm-up through thermoplastic polyurethane.
Sochi 2014 also saw the debut of the 'off-the-shoulder' bib.
Freestyle snowboarders and skiers often wear their bibs on one shoulder or tucked one side under their arm; a style used for both fashion and functionality. And with the laid-back and loose vibe it creates, it oozed cool on the slopes.
Salt Lake City 2002
It was simple, and it was effective.
Rhona Martin drawing the Stone of Destiny in her grey adidas jumper is 'comfort is key' to a tee.
Warm, cosy and functional, with the GB logo on the chest, it is a piece of kit that would still hold up today.
The adidas stripes were undoubtedly in, with the biathlon and alpine teams donning red and blue Lycra with white stripes down their legs and arms as well.
Albertville 1992
Think cowboy's on ice. Team GB's opening ceremony look for the 1992 Olympic Winter Games in Albertville was nothing short of iconic.
A blue wide brimmed hat sat atop a matching blue ski suit, with white and red stripes down the front for a true 1990s look.
When it came to the sportswear itself, the well-known Lycra of today had started making its way through the ranks by then, with skintight suits donned in the bobsleigh and on the snow.
There was still far to go in the world of aerodynamics, but sports fashion was on its way into function.
Sarajevo 1984
When you think of Team GB at Sarajevo 1984, the instant reaction is a flurry of purple weaving across the ice.
Jayne Torvill and Christopher Dean's outfits as they swayed to Bolero on Valentines' Day have gone down in history as famed British sporting fashion.
With a darker tone that ombré-d out into a lilac frill, with gold accents, it stood out from the regular kit of the team that was primarily blue with red and white accents.
Oslo 1952
Jeannette Altwegg wore a metallic dress at Oslo 1952. And although dressed in silver, she took home the gold.
The figure skater's dress was significantly flashier than past years, made of shiny print fabric with a short, pleated skirt and flower detailing at the neckline.
St Moritz 1948
When skeleton first made its debut at the Winter Olympics in 1928, helmets were hardly a thing.
Athletes would whip down the track in their sled, wearing just a woollen hat to keep their head warm.
So, when the image of John Crammond, staring down the camera with his navy jumper and headwear, which resembled an early leather football helmet, came to light, it was a fashion statement like no other.
Helmets had been used in skeleton and bobsleigh before 1948 as head protection began to progress in fast-paced sports but were not widely used.
The British bobsleigh team added the Union flag on the front of their helmets in 1948 and when you add the goggles on top, looked poised and ready to fly a plane more than anything.
Headwear was evidently a talking point that Games, as figure skater Bridget Adams paired her look with practical white earmuffs as she finished seventh in the women's competition.
Chamonix 1924
Think a day out shooting on the moors, the kit worn by Britain's first ever official Winter Olympic gold medallists was just that.
With flat caps worn all around, Windsor knots, tartan lapels and trousers tucked into long socks, the Scottish quartet that stormed to curling gold looked the part of champions.
A British flag was embroidered onto the arms of their suit jackets as they swept their way into the history books.
London 1908
It wasn't technically the Olympic Winter Games, but London 1908 was the first Olympics to host any winter sport.
Figure skating made its debut in Knightsbridge, six months after the rest of the competition, and when Madge Syers soared to women's gold, she was wearing her pearls and a wide brimmed hat.
Long skirts and blouses were still all the rage for the women, whilst men donned a shirt and jacket to kick off the winter vibes.
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