The Olympic gold medalist joins the brand as it continues to align with a new generation of global talent and cultural influence
Louis Vuitton announced on May 4th that American figure skater Alysa Liu has been named its latest House Ambassador, marking a new partnership that aligns the brand with one of the most prominent young athletes of her generation.
Liu gained international recognition at the 2026 Winter Olympics, where she secured two gold medals in figure skating, becoming the first American in 24 years to win Olympic gold in the women’s category. Her performances, noted for combining technical precision with a distinct personal style, have positioned her as a cultural figure extending beyond sport. Louis Vuitton cited her “grace, strength, and boundless creativity” as qualities that reflect the brand’s positioning and its evolving definition of the Louis Vuitton woman.
Her association with the house has already taken shape through recent appearances, including the Louis Vuitton Women’s Fall 2026 show and the 2026 Vanity Fair Oscar Party, where she wore custom looks from the brand. Nicolas Ghesquière, artistic director of women’s collections, said, “Alysa Liu embodies the modern Louis Vuitton Woman—confident, creative, and utterly fearless. Her dynamic energy and individuality resonate with the House’s spirit, and she inspires us all to embrace audacity in every form.”
Liu emphasized the crossover between athletic discipline and fashion, stating, “Stepping into this new chapter as a Louis Vuitton Ambassador is an honor and a privilege, especially for a figure skater to be recognized in this way, and I take so much pride in that. As a figure skater, I’m an athlete, I train hard, I skate fast, but when I’m performing, I want to show you how soft I can be. As a Louis Vuitton Ambassador, I get to show you my style, strength, and softness because I know that luxury is in the details, and the same goes for choreographing a program and designing a collection.”
The appointment reflects a broader strategy among luxury houses to partner with athletes who bring both global visibility and multidimensional personal narratives, reinforcing brand relevance across sport, culture, and fashion.
