Louis Vuitton Names Alysa Liu as Brand Ambassador

May 4, 2026 | D.M. Fashion Book | Fashion

Louis Vuitton is welcoming a new face to its ambassador lineup: Olympic figure skating champion Alysa Liu.

Fresh off her historic run at the 2026 Winter Olympics, Liu steps into the luxury spotlight following her appearance at Nicolas Ghesquière’s Fall 2026 show during Paris Fashion Week. Her appointment signals the house’s continued investment in next-generation athletes who blur the lines between sport and style.

“Alysa Liu embodies the modern Louis Vuitton woman — confident, creative, and utterly fearless,” Ghesquière said in a statement, highlighting her individuality and bold spirit as a natural fit for the brand.

At just 20, Liu has already rewritten figure skating history. At the 2026 Milano Cortina Winter Olympics, she became the first American woman since Sarah Hughes in 2002 to win individual Olympic gold in figure skating, while also securing gold in the team event. Known for pushing technical boundaries, Liu was the first woman to land both a triple axel and a quadruple jump in a single program.

Her journey has been anything but conventional. After briefly retiring at 16, Liu returned two years later with a renewed perspective—bringing not only elite athleticism but also a distinctive personal style back to the ice.

That sense of individuality extends beyond competition. Recognized for her signature “halo” hair—blonde and brunette streaks reminiscent of tree rings—and her playful aesthetic, Liu is deeply immersed in fashion, even designing her own skating costumes. Her debut visuals for Vuitton lean into that sensibility, featuring a series of denim-driven looks that feel both effortless and directional.

“Stepping into this new chapter as a Louis Vuitton ambassador is an honor,” Liu shared. “It’s empowering to be embraced by something so artistic and inclusive.”

Outside of Vuitton, Liu’s portfolio continues to expand. She maintains a partnership with Nike and recently appeared in a campaign for Sephora, both part of the LVMH Moët Hennessy Louis Vuitton ecosystem.

At Vuitton, she joins a growing roster of elite athletes turned fashion figures, including Carlos Alcaraz, Victor Wembanyama, Yuto Horigome, and Wang Chuqin. Past ambassadors have included Eileen Gu and Rayssa Leal.

With Liu, Louis Vuitton continues to redefine what a luxury ambassador looks like—championing a new generation that moves seamlessly between performance, personality, and personal style.