Marie Claire Italy expands it's luxury and experiential celebration of beauty, wellness and olympic spirit

In 2026, Marie Claire Italy strengthened its presence in the luxury and experiential space through the Marie Claire Resort in Cortina, conceived not as a single event but as a multi-stage editorial journey leading up to the Milano Cortina Olympic Games.

Cortina was positioned as a symbolic Olympic destination and a historic hub of luxury, hospitality, and craftsmanship. Through three curated Resort experiences, Marie Claire created an editorial “backstage” of the territory, integrating iconic local partners such as Hotel Faloria and Boutique Kraler into a narrative that highlighted the people, places, and values shaping Cortina beyond its sporting dimension.

The first chapter, “Sogno Bianco” (January 19–21), in partnership with La Mer, combined wellness treatments, a beauty masterclass, and immersive mountain experiences with selected talents, generating high-value editorial and branded content. The second chapter, “Neve Meraviglia” (January 21–23), further strengthened the link between luxury, lifestyle, and the Olympic atmosphere.

In parallel, Marie Claire Italy played a significant cultural role within the Olympic narrative. The brand participated in the Olympic torch relay with Lavinia Farnese as official torchbearer, hosted the official launch press conference of the Olympic flame journey, and attended the institutional mission to Athens alongside tennis champion Jasmine Paolini and President Sergio Mattarella, producing an exclusive digital cover. Marie Claire also hosted the official launch event for the Olympic and Paralympic ceremonies, consolidating its positioning as a bridge between sport, culture, and media.

Overall, the Cortina and Olympic activations demonstrated how editorial storytelling, luxury partnerships, and global sporting events can converge into a scalable ecosystem generating live experiences, digital covers, and strong brand integration.