LONDON — NBC has unveiled its first major promotional film for the Milan Cortina 2026 Winter Olympics, placing Dua Lipa at the forefront of a visually ambitious campaign shot across central Milan. The singer appears in a sheer black Ferragamo dress inside the Galleria Vittorio Emanuele II, setting a fashion-driven tone that departs sharply from traditional Olympic advertising. The WP Times reports this, citing NBC Sports. NBC Sports published the original video, while Lipa shared official frames on her Instagram.
A deliberate shift in Olympic storytelling
NBC’s creative team describes the new campaign as a “stylistic reset”, merging fashion, architecture and elite sport rather than relying on patriotic narration or familiar Olympic motifs. The film opens with Lipa speaking Italian, welcoming audiences to Milan before transitioning to scenes featuring leading Team USA women athletes, including figure skaters, alpine skiers and snowboarders.
Milan was chosen not merely as a backdrop but as a central narrative element. According to NBC, the city’s identity as a fashion and design capital is integral to the campaign’s concept. British media analysts note that the strategy aligns with a broader move toward cultural-driven Olympic branding aimed at younger, global audiences.
The Ferragamo dress that defines the campaign’s tone
One of the most discussed elements is Lipa’s appearance in a sheer black Ferragamo gown. Shot under the iconic glass dome of the Galleria, the sequence resembles a luxury editorial rather than a sports promo. Soft lighting, architectural framing and minimalist styling create a restrained yet striking aesthetic that industry commentators say is “closer to a Vogue cover shoot than an Olympic campaign”.
A metallic Dolce & Gabbana shift that amplifies the energy
The film later accelerates into a more futuristic register as Lipa appears in a silver metallic Dolce & Gabbana minidress. The sculptural design and reflective finish echo Olympic themes of precision, speed and modernity. NBC’s creative team notes that the campaign’s visual arc — from refined to high-energy — was designed to mirror the momentum of winter sport.
Why Dua Lipa
NBC executives say Lipa was selected for her global cultural influence, her strong foothold in Milan’s fashion world and her ability to bridge music, youth culture and international audiences. Crucially, NBC emphasises that her presence is intended to complement rather than overshadow the athletes at the centre of the Olympic narrative.
British commentators argue that the campaign signals a new chapter in Olympic marketing, one that positions the Games within a wider cultural ecosystem.
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Photo - Dua Lipa headlines 2026 Winter Olympics(Dua Lipa/Instagram)