Louis Vuitton has appointed Alysa Liu, the 20-year-old American figure skater and two-time Olympic gold medalist, as its newest House Ambassador. The announcement, made on May 4, follows months of a growing connection between the Olympic champion and the House.
The gold medalist’s entry into Olympic history came on February 19 at the 2026 Milano Cortina Winter Olympics, where she became the first American to win gold in women’s figure skating since Sarah Hughes did it in Salt Lake City in 2002. A second gold in the team event followed, making her the most decorated American figure skater of those Games. She was also the first woman to land a triple axel and a quadruple jump in the same program, a technical achievement that places her in rare company in the sport’s history.
Her path to this point was not straightforward. The California-born skater announced her retirement at 16, only to come back two years later with a new team and a renewed sense of purpose. She went on to win the World Championship in Boston in 2025 before carrying that form into the Olympics. That story of stepping away and returning stronger has added a dimension to her public image that goes well beyond the medals.
Prior to the formal announcement, the Olympic champion had already appeared in Louis Vuitton twice in quick succession. She attended the Women’s Fall Winter 2026 show at Paris Fashion Week, seated front row, wearing the Brown Speedy Patch Denim jacket and jeans set and carrying the Squire East West handbag in Monogram canvas. She then wore a black minidress by LV, embroidered with gunmetal pearls and paired with black satin pumps, to the 2026 Vanity Fair Oscar Party.
Hours after Liu’s ambassadorship announcement, she made her MET Gala debut wearing a burgundy Louis Vuitton gown.
Nicolas Ghesquière, Artistic Director of Women’s collections at Louis Vuitton, 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,” he said.
Beyond the competition results, the Olympic champion has built a visual identity that works entirely on its own terms. Her signature striped hair, which she adds a new bleached streak to each year, has become something of a personal marker. She designs her own skating costumes, openly favors asymmetrical silhouettes over the sequined dresses common in her sport, and off the ice gravitates toward graphic tees, fishnets, and chunky boots. It is a look that connects naturally with a younger audience while still feeling considered and original.
A campaign featuring the new ambassador is set to roll out internationally on September 15 across the House’s digital platforms and in select media.
Liu said, “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. Life is all about connection, and Louis Vuitton has made me feel included. It’s a really empowering feeling to be part of something so artistic.”
