Cortina 2026: Vuarnet, between Olympic heritage and innovation

Immersed in the excitement of the Olympic Games in Cortina, I discovered how Vuarnet, since 1957, combines technical innovation with timeless style, from ski slopes to podiums. Between meetings with athletes and testing the latest collections, this journey was an immersion in the unique universe of the brand.

Vuarnet is an iconic French brand, founded in 1957 in Paris by optician Roger Pouilloux, who himself was passionate about skiing. His major invention, the Skilynx lens, revolutionizes the world of sunglasses by providing optimal protection on the slopes while allowing for clear vision of the terrain, even in overcast weather. This innovative lens lays the groundwork for what will become a global reference in sports and lifestyle optics.

The story of Vuarnet takes a decisive turn in 1960, during the Winter Olympics in Squaw Valley. French skier Jean Vuarnet, equipped with Skilynx glasses, wins the gold medal in downhill. This victory marks the beginning of a collaboration between the champion and the optician, leading to the official creation of the Vuarnet brand. The skier's name, synonymous with performance and audacity, thus becomes the identity of a brand aimed at combining technology, sport, and elegance.

From its beginnings, Vuarnet stands out for its commitment to innovation and technological research. The brand develops increasingly high-performance lenses, adapted to the extreme conditions of the mountains, such as the famous mirror lenses or the Glacier model, designed for mountaineering and worn by legendary figures like Jean Afanassieff, the first Frenchman to reach the summit of Everest in 1978. These technical advancements, coupled with a timeless design, make Vuarnet an essential reference in the world of sports optics.

Over the decades, Vuarnet has extended its influence far beyond the ski slopes. Since the 1970s, the brand has diversified its range with clothing and accessories, establishing itself as a major player in sports sponsorship, notably becoming a partner of the Olympic Games. Its international expansion, particularly in the United States, is marked by memorable advertising campaigns and a cult slogan: "It’s a Vuarnet day, today." The brand also captivates the world of cinema, with models worn by stars like Alain Delon, Jeff Bridges, and even James Bond, reinforcing its image as both a sporty and glamorous brand.

However, Vuarnet goes through periods of decline before rebirthing through strategic acquisitions. In 2023, the brand is acquired by Thélios, a subsidiary of the LVMH group, marking the beginning of a new era. Vuarnet relaunches its iconic models, like the Glacier, and opens stores in Paris and New York, while remaining true to its founding values: innovation, performance, and elegance. The brand continues to highlight French craftsmanship, with local production and a strong commitment to artisanal quality.

Today, Vuarnet still embodies the pioneering and bold spirit of its founders. It remains a symbol of French excellence, combining cutting-edge technology, timeless design, and a passion for sport. Whether on the slopes, in the city, or on screen, Vuarnet continues to impress and attract style and performance enthusiasts.

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adem_swrd

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adem_swrd

As soon as I arrived in Cortina for the Vuarnet press trip, I immediately felt the Olympic atmosphere. Between the snowy landscapes and the excitement of the Games, we were immersed in the world of the brand, with its history and values. I learned how it all began in 1957, with Jean Vuarnet and his revolutionary glasses, and how the brand has evolved up to today. It was interesting to see how they blend performance and style, without falling into overly heavy marketing.

We spent time with the athletes sponsored by Vuarnet, like Chris Lillis, gold medalist in 2022, and Julia Kern, in cross-country skiing. I was able to watch them train and talk with them. They explained to us why they use Vuarnet sunglasses, especially for clarity and eye protection. I even tested a few models on the slopes: the mineral lenses are really impressive, especially in bright sunlight, and the tints adapt well according to the light.

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adem_swrd

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manazproductions

We were lucky to attend the cross-country skiing final of the 2026 Winter Olympic Games, it was a very beautiful final with a lot of energy!

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adem_swrd

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adem_swrd

The presentation of the new collections was well organized, with a focus on the innovations of 2026. I noted the four shades of glass (brown, yellow, gray, blue) and their technologies, such as PolarLynx™, which promise optimal vision in all conditions. It was concrete, without any unnecessary jargon, and I appreciated being able to try the products on site.

The trip ended with a nice evening, featuring archive images and discussions about the brand's heritage. It was a great experience, with a good balance between discovering the products, meeting people, and a mountain atmosphere.