The Olympic Opening Ceremony is more than just the start of the Games; it is a global runway where nations present their identity to the world. For a fleeting moment, before the first medal is even contested, fashion takes centre stage. It’s a silent declaration of heritage, ambition, and national spirit, all communicated through the cut of a jacket or the choice of a colour palette. For the upcoming Milano Cortina 2026 Winter Olympics, Team GB is poised to make one of its most compelling statements yet, and the secret lies not just in the hands of a storied British brand, but in the stitches of an Olympic icon.
In a move that blends heritage with heartfelt authenticity, Ben Sherman has been unveiled as the Official Ceremony Wear Supplier for Team GB for a remarkable fourth consecutive time. But this isn't just a renewal of vows between two British institutions. This year, the collection features a deeply personal and unprecedented collaboration with five-time Olympic medallist and beloved national figure, Tom Daley. It’s a partnership that transforms the ceremonial wear from a uniform into a narrative, weaving the very essence of the athlete's journey into the fabric of the team's identity.
A Legacy Forged in British Style
Continuity in the world of Olympic fashion is a rare and powerful statement. Ben Sherman’s fourth consecutive commission to outfit Team GB speaks volumes about the symbiotic relationship between the brand and the British Olympic Association. Since its inception, Ben Sherman has been synonymous with a specific strain of British modernism—a sharp, confident style born from youth culture that has since become a timeless emblem of British sartorial identity.
This enduring partnership suggests a shared understanding of what it means to be British on the world stage in the 21st century: a respect for tradition married to a forward-looking dynamism. For Team GB, it provides a consistent visual identity, a sartorial anchor that athletes can rely on. They are not just wearing a new design; they are stepping into a legacy. This consistency builds a powerful brand narrative, one of stability, reliability, and an unwavering commitment to quality and style that mirrors the very ethos of an Olympic athlete.
For Milano Cortina 2026, the brand isn't simply resting on its laurels. The challenge is to evolve this identity, to reflect the specific context of a Winter Games held in the heart of the Italian Alps while remaining unmistakably British. It’s a delicate balancing act that requires both design prowess and a deep understanding of national character.
Alpine Inspiration Meets Savile Row Sensibility
The creative brief for the 2026 collection draws its soul from an evocative source: the majestic Dolomite Mountains. This is a masterful touch, immediately grounding the collection in the spirit of the Winter Games. One can almost envision the design process beginning with mood boards filled with the rugged textures of alpine rock, the crisp white of fresh snow, and the deep greens of mountain pines. Ben Sherman’s task was to translate this raw, natural beauty into a sophisticated and wearable collection.
The result is a reinterpretation of two key pillars: refined knitwear and functional British tailoring. Knitwear, a cornerstone of cold-weather style, is elevated beyond mere utility. We can expect intricate patterns and luxurious textures that offer warmth without sacrificing elegance. This is where the alpine inspiration will likely be most visible, in the tactile quality of the garments that will shield athletes from the Italian winter chill.
This is then fused with the sharp, clean lines of functional British tailoring. It's a style language that speaks of precision, structure, and an effortless confidence. The challenge is to ensure this tailoring is not restrictive but empowering, allowing for movement and comfort during the long hours of the ceremonies. This fusion of rugged, natural inspiration with polished, urban tailoring is the collection's core design principle—a perfect metaphor for the Olympic athlete, who must combine raw power with refined technique.
The Tom Daley Effect: Stitching a National Narrative
While the design philosophy is compelling, the true masterstroke of the 2026 collection is the collaboration with Tom Daley. This is not a simple celebrity endorsement; it is arguably one of the most authentic and meaningful athlete-brand partnerships in recent Olympic history. Daley, a celebrated diver and five-time medallist, captured the world's imagination not just for his performance on the board, but for his passion for knitting and crochet, a hobby he proudly displayed during the Tokyo Games.
Ben Sherman has harnessed this passion in the most poignant way imaginable. Daley has co-designed a series of unique, hand-knit scarves and winter hats exclusively for the athletes chosen to carry the Union Flag at the Opening and Closing Ceremonies. This elevates the accessories from mere add-ons to sacred objects, imbued with personal significance. As a former flagbearer himself at the Paris 2024 closing ceremony, Daley understands the profound weight of that honour.
His own words reveal the depth of this understanding: “Having had the honour of serving as a Flagbearer for Team GB... I understand how powerful that moment is. It’s more than carrying a flag; it’s carrying the stories, hopes and identity of everyone who made that journey with you.” This is the emotional core of the collaboration. The very person who has felt that weight is now creating a piece of comfort and pride for the next to do so. He continues, “Every stitch represents the dedication and achievement of the athletes leading Team GB onto the world stage.”
This collaboration is a game-changer. It injects a layer of unparalleled authenticity and emotional resonance into the collection. The flagbearers won't just be wearing a designer item; they will be wrapped in a piece of craftsmanship created by a fellow Olympian, a tangible link to the legacy they are about to join. It is a story of mentorship, community, and the quiet dedication of an athlete, translated through yarn and needle.
A Blueprint for Authentic Athlete Collaboration
The strategic brilliance of this partnership cannot be overstated. As Tim Ellerton, Chief Commercial Officer of Team GB, notes, it is a demonstration of “how embedded the athletes are in the process.” This is the new frontier of sports marketing and fashion. Today's audiences are discerning; they crave authenticity and reject cynical marketing ploys. The Ben Sherman x Tom Daley project is a masterclass in getting it right.
By involving an athlete in a capacity that aligns perfectly with their known personal passion, the story becomes organic and deeply compelling. It generates a level of positive engagement and media interest that a standard campaign could never achieve. It ensures the athletes themselves feel a genuine connection to what they are wearing, fostering a sense of pride that will be palpable to the millions watching at home.
Ellerton's confidence that this will be “one of the most exciting Ceremony wears on show at the Games” feels not like hyperbole, but a well-founded prediction. Excitement in this context isn't just about bold design; it's about the power of the story behind the clothes. It’s a narrative of collaboration, craftsmanship, and the celebration of the multifaceted identities of modern athletes, who are creators and artists as well as competitors.
A Statement in Every Stitch
As the entire Team GB delegation prepares to step into the global spotlight at Milano Cortina 2026, they will be clad in more than just expertly designed apparel. They will be wearing a cohesive statement about modern Britain—a nation that values its heritage but is not constrained by it, a nation that draws inspiration from the world but stays true to its own identity.
The collection promises to be a sophisticated blend of form and function, a visual tribute to both the Italian Alps and British craftsmanship. But its true power will reside in the details, particularly in the hand-knit accessories worn by the flagbearers. In those scarves and hats, a powerful story is woven: a story of an Olympian giving back, of a craft being celebrated, and of a team united not just by a flag, but by the shared threads of their collective journey.
When the Union Flag enters the stadium, it will be led by athletes wearing a piece of their team's heart on their sleeves—or, more accurately, around their necks. And that is a fashion statement more powerful than any trend.
