The outfits that the Finnish Olympic and Paralympic teams will wear at the opening ceremony os the Olympics were unveiled at an international fashion show in Milan on February 4. This was the first time the International Olympic Committee organized this type of event. Milan, one of the world’s leading fashion cities, provided a natural stage for the start of a tradition in which sports and fashion come together in a new way. The aim of the event was to bring the Olympic movement closer to new target groups through an experiential and visual presentation.

About 20 countries took part in the fashion show. Almost all of the key winter sports countries took part, including Finland, with the exception of the United States.

Finland’s opening outfits on catwalk in an international setting

The fashion show presented the opening outfits for Finland’s Olympic and Paralympic teams, designed and produced by the team’s official partner, Luhta. Finnish representatives walked to the catwalk wearing outfits inspired by Finnish Lapland. The collection is based on Finnish identity, functionality, and timeless design.

– The design of the collection created by Luhta for the Finnish team in Milan was inspired by the unique nature, silence, and incredibly beautiful blue moments of Finnish Lapland. When the sun sets in the North, the last rays of the day paint the sky and the surrounding nature in magnificent shades of blue, transforming the landscape into something magical. We wanted to capture this unique moment in the collection designed for the Finnish team, tells Division Director Jeri Luhtanen. 

Representative choices based on Finnish sporting values

The event was held at a time very close to the upcoming Olympics. For this reason, it was clear from the very beginning that the top athletes competing in Milan would be allowed to focus fully on their sporting performances. The Finnish representatives were therefore selected on the basis of the core values of Finnish sport: determination, perseverance, and positivity.

Finland was represented at the fashion show by media personality and former luger Janne Saarinen and Paralympic equestrian Laura Kangasniemi. The selections represent Finnish sports in a diverse way: summer and winter sports, Olympic and Paralympic dreams, and different athletic paths.

Kangasniemi, who competed in the 2024 Paralympics in Paris, was reportedly the only Paralympic athlete on the catwalk in the event.

– It is a tremendous honor for me to be involved and to represent Finland as a para-athlete at this unique event. In addition to sports, I am also very interested in fashion, so for that reason too, it is wonderful to be able to present Luhta Olympic Team Finland collection in Milan, the fashion capital of the world, states Kangasniemi.

Janne Saarinen, known as a radio host and actor, was aiming for a spot in the luge at the winter Olympics. His dream was cut short by a serious injury in a luge accident, which led to a brain injury. Participating in the fashion show gave Saarinen the opportunity to be part of the Olympic movement and represent Finland in a new role.

– Three years ago, I promised myself that I would represent Finland at the Milan-Cortina Olympics. That’s not exactly what I meant, but I made it to the finish line, Saarinen says with a smile.

The Olympic movement reaches new audiences

The fashion show is part of a broader initiative aimed at bringing the Olympic movement closer to new audiences and introducing the values of sport to those who may not necessarily be reached by traditional competitive environments. Combining sports and fashion offers a new way to tell stories about people, dreams, and perseverance.

More information: 

Finnish Olympic Committee: Partnerships Manager Karri Koivu, tel. +358 40 511 7721 

Luhta Sportswear Company: Corporate Communications Tarja Malinen, tel. +358 40 522 3172 

Luhta Sportswear Company  

Luhta Sportswear Company is a leading Finnish clothing group and one of the largest sportswear companies in Europe. The group’s sports and leisurewear brands Luhta, Icepeak, Rukka, and Dachstein are known for their high-quality products and are exported to over 50 countries. In addition to Finland, the main market areas are Central Europe, France, the Netherlands, and Italy.

Luhta 

With over a century of experience, Luhta offers women’s and men’s clothing and footwear that are suitable for active and relaxed leisure time in every season. The brand also offers clear and harmonious home textiles in the Nordic style. Inspired by Finland. Designed to make memories.

The Finnish Olympic Committee builds sustainable sports – strengthening people and collaboration. We create a sustainable and successful culture of action in Finnish sports that is goal-oriented, people-centered, community-driven, and responsible. Together with our member organizations and partners, we promote a society that values physical activity.