Raxxy Is Suddenly Everywhere, Why? From Milan to Cortina, RAXXY the breakout outerwear label is riding the Olympic moment. Since March, something curious has been happening in luxury outerwear. Without noise, without celebrity overexposure, a young brand has moved fast, decisively, and almost everywhere that matters.

Raxxy is no longer an insider’s name. In less than a year, the brand has landed in over 50 top-tier retailers worldwide, from 10 Corso Como and Antonia in Milan to Harrods in London, Harvey Nichols in Dubai, and Modes across Europe. Even more telling is where Raxxy is showing up now: Cortina, St. Moritz, Gstaad, Courmayeur, Livigno. The alpine circuit that quietly defines credibility in technical luxury.

This winter, with Milano Cortina placing the Alps back at the center of the global conversation, Raxxy steps into focus with a capsule that feels more like a statement than a souvenir. Conceived as a total look in the colors of the Italian flag, the collection draws on Olympic symbolism without slipping into costume. Instead, it sharpens what the brand does best: architectural outerwear built through modular volumes, sculptural padding, and a precise balance between performance and form.

Raxxy’s language is closer to textile architecture than seasonal fashion. Jackets behave like structures. Padding becomes construction. Geometry is not decorative, but functional. It’s this approach that has made the brand resonate so strongly in mountain destinations, where garments are judged not by concept alone, but by how they perform in real conditions.

The Milano Cortina capsule will be available exclusively at 10 Corso Como in Milan, Lungo Livigno with a dedicated Olympic window installation, and Lorenz Bach in Gstaad, anchoring the project firmly within the luxury retail ecosystem rather than mass Olympic merchandising.

What makes Raxxy particularly interesting right now is timing. The brand’s retail expansion, its alpine positioning, and its Olympic moment are converging naturally, not as a campaign, but as a consequence of steady groundwork. Previous collaborations, including a capsule with Moncler, have already signaled industry trust, while upcoming international partnerships for 2026 suggest this is only an early chapter.

At a moment when many outerwear brands are either chasing fashion trends or leaning heavily into pure performance, Raxxy occupies a rarer space: functional luxury with a strong visual identity and commercial traction to match. With Milano Cortina as a global stage, Raxxy isn’t launching itself. It’s revealing what has already been happening behind the scenes.

All images by the brand. PR Agency Poly Global Advisory Milan.