Fur Fashion Endures in Olympic Host Cortina

Despite global shifts away from fur, the upscale Italian mountain town remains a stronghold for wearing animal pelts.

Published on Feb. 22, 2026

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In the Italian ski town of Cortina d'Ampezzo, host of the 2026 Winter Olympics, wearing fur remains a cultural staple and fashion tradition that has endured despite growing global opposition to the fur trade. Luxury fur boutiques line the town's main street, catering to both local residents and seasonal visitors who seek out rare and exotic furs. Even celebrities like Snoop Dogg have embraced the local fur-positive attitude during their visits to Cortina.

Why it matters

Cortina's embrace of fur fashion stands in contrast to the broader global movement away from fur, with major fashion brands and the European Union taking steps to ban or restrict the fur trade. The town's unwavering fur culture highlights the challenges of shifting deeply entrenched regional fashion norms, even as environmental and ethical concerns over fur grow.

The details

Fur has been a staple of winter fashion in Cortina for generations, with many residents wearing coats and hats passed down from their grandparents. High-end fur boutiques like Pajaro line the town's main street, offering a wide selection of mink, lynx, wolf, sable and ocelot coats that can cost up to 80,000 euros. Even celebrities like rapper Snoop Dogg have joined in, purchasing a 300-euro fur hat during a recent visit. While much of the world has moved towards synthetic fur alternatives, Cortina residents like Paola De Leidi say they feel "safe" continuing to wear real fur in the mountain town.

  • Cortina has been a hub of fur fashion for as long as anyone can remember.
  • Snoop Dogg purchased a fur hat from a Cortina boutique during a recent visit.

The players

Paola De Leidi

A 62-year-old retiree from Trieste who has been a faithful customer of a Cortina fur boutique for 25 years, storing her fur collection in a designated "Cortina" closet.

Marco Molinari

The shopkeeper at the Pajaro fur boutique in Cortina.

Stefano Vannicola

An insurance broker from Ascoli Piceno who purchased a Canadian lynx coat from the Pajaro boutique.

Snoop Dogg

The American rapper who purchased a 300-euro fur hat from the Pajaro boutique during a recent visit to Cortina.

Stanley Tucci

The famous fashion aficionado who appeared in an Instagram video with Snoop Dogg, praising the rapper's new fur hat purchase.

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What they’re saying

“I like to come here and buy strange things, like pink furs, or panther! Now, with all the green people (environmentalists) and everything, I just feel safe going around here.”

— Paola De Leidi

“Here in the mountains you're truly free. When you walk along the street, you don't have the anxiety of being robbed.”

— Marco Molinari, Shopkeeper

“Everything has changed. But the furs have always been here.”

— Orietta Guarini

What’s next

The European Commission is planning to announce a decision on banning the holding and killing of animals for fur, as well as the marketing of fur products, which could impact Cortina's fur fashion culture.

The takeaway

Cortina's enduring embrace of fur fashion, even as the rest of the world moves away from it, highlights the challenges of shifting deeply entrenched regional cultural norms around clothing and style. The town's fur-positive attitude persists despite growing global opposition to the fur trade on environmental and ethical grounds.