Fur Fashion Endures in Olympic Host Cortina

Despite global shifts away from fur, the upscale Italian mountain town remains a bastion of fur-wearing culture.

Published on Feb. 23, 2026

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In the Italian mountain town of Cortina d'Ampezzo, host of the 2026 Winter Olympics, wearing fur has remained a cultural staple for decades, even as much of the world has moved towards synthetic alternatives for environmental and ethical reasons. Fur shops line the town's main street, catering to both local residents and seasonal visitors who come to the area specifically to purchase fur coats, hats and other accessories.

Why it matters

Cortina's enduring fur fashion culture stands in contrast to growing global movements against the fur industry, including EU proposals to ban fur farming and marketing. The town's embrace of fur reflects a long-standing tradition and local identity that has persisted despite increasing pressure on the industry.

The details

Fur shops like Pajaro in Cortina display a wide variety of fur coats, hats and accessories, some costing up to €80,000. Longtime customers like Paola De Leidi, a 62-year-old retiree, make annual pilgrimages to the town to add to their fur collections. Even celebrities like Snoop Dogg have been spotted purchasing fur hats during visits to Cortina. Local residents like Marina Bozzoli, 82, and Orietta Guarini, 83, say fur has always been a winter fashion staple in the town.

  • Cortina has been a hub of fur fashion for decades, with the tradition dating back to the town's early days.
  • Snoop Dogg purchased a fur hat from Pajaro during a recent visit to Cortina for the 2026 Winter Olympics.

The players

Pajaro

A high-end fur boutique in Cortina that sells a variety of fur coats, hats and accessories, some costing up to €80,000.

Paola De Leidi

A 62-year-old retiree from Trieste who has been a faithful customer of Pajaro for 25 years, building up a collection of fur garments that she only wears when visiting Cortina.

Marina Bozzoli

An 82-year-old Cortina resident who has been wearing fur in the town since she was a child, as the tradition has been passed down through generations.

Orietta Guarini

An 83-year-old Cortina resident who, like Bozzoli, has been wearing fur in the town since she was young, as the tradition has endured for decades.

Snoop Dogg

The American rapper who purchased a fur hat from Pajaro during a recent visit to Cortina for the 2026 Winter Olympics.

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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, Longtime Pajaro customer

“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, Pajaro shopkeeper

What’s next

The European Commission is expected to announce a decision in the coming months on a proposed ban on fur farming and marketing of fur products within the EU.

The takeaway

Cortina's enduring embrace of fur fashion, even as the rest of the world moves away from it, highlights the deep cultural roots and local identity tied to this tradition in the Italian mountain town. The contrast reflects the challenges of reconciling global shifts in values with long-standing regional practices.