With the young American figure skater—famous both for her athletic achievements, including two gold medals at the recent Milan-Corina Olympics, and for her unique style and iconic striped hair—Louis Vuitton is poised to win over Gen Z…
On one hand, a 20-year-old figure skating prodigy who has already distinguished herself with exceptional awards and is instantly recognizable by her signature striped hair…
On the other, a prestigious House founded in 1854, renowned for its high-quality leather goods and fashion, whose Monogram checkerboard pattern is one of the most famous (and copied) in the world….
Athletic excellence and creative boldness
Louis Vuitton, the flagship brand of the LVMH group, has just officially announced the appointment of American figure skater Alysa Liu as its new Ambassador, describing her as “an iconic figure in international figure skating.”
“Through this unprecedented partnership, the House celebrates the elegance of movement, sporting excellence, and creative boldness,” explains Louis Vuitton in a press release, before describing Alysa Liu as “a champion recognized for her precocious talent and unique style,” embodying “a new generation of athletes: determined, expressive, and resolutely modern.”
Alysa Liu will appear in an exclusive campaign, “unveiled internationally starting September 15, 2026 on the House’s digital platforms as well as in a selection of prestigious media outlets.”
“Inspired by the grace of skating and the precision of movement,” this campaign “will highlight a selection of the House’s iconic and contemporary pieces” and illustrate “the convergence of performance and craftsmanship.”*
An inspiring vision
Pietro Beccari, the House’s CEO, says he and his teams are delighted “to welcome Alysa Liu into the Louis Vuitton universe,” as she “embodies an inspiring vision of pushing one’s limits and creativity.”
“This collaboration is part of Louis Vuitton’s commitment to supporting individuals who redefine the codes of their discipline,” the House further explains in the press release.
And indeed, despite her young age, Alysa Liu has already achieved a career that is both exceptional and unconventional.
Born in California on August 8, 2005, she made figure skating history on February 19, at the Milan-Cortina Winter Olympics, by winning two gold medals.
In addition to a title in the team event with the U.S. team, she won over the judges in the women’s individual figure skating competition with her free skate set to Donna Summer’s “MacArthur Park Suite.” She thus gave the United States its first Olympic title in this discipline since 2002.
Extreme precocity
Before this double triumph, the young woman had already demonstrated her extreme precocity and brilliance in her discipline.
Having started skating at the age of five, she competed in her first national championship at age 10 before becoming, at age 13, the youngest U.S. champion of all time. She distinguished herself both technically—as the first American to land a quadruple jump in competition and to combine it with a triple Axel in a program—and through her highly expressive style and artistic freedom.
A series of new accolades followed, notably as a two-time U.S. national champion in 2019 and 2020…
Demonstrating her strong personality, she decided to retire in 2022, at the age of just 16, eager to reconnect with the life of teenagers her age…
But her passion for the ice prompted her to make a comeback two years later.
She was absolutely right: this time, she distinguished herself at the top by winning the title of World Champion in 2025, in Boston. And in 2026, as a double gold medalist at the Winter Olympics…
A keen sense of style
But Alysa Liu isn’t just a skating prodigy.
She also demonstrates a keen sense of style, never hesitating to break with convention, as evidenced by her famous and unique striped hair. A hairstyle with quite a story: every year, she adds a bleached blonde streak to it!
When it comes to fashion, she’s just as unconventional, preferring asymmetrical silhouettes paired with leopard-print tights over the usual tight, sequined dresses typical of her sport.
In the city, she adopts a “alt-grunge” style, very Gen Z, which is also distinctive, pairing graphic T-shirts, fishnet stockings, and chunky boots in black, red, and camouflage prints.
To attend the Louis Vuitton Women’s Fall-Winter 2026 fashion show last March, she chose a casual jacket-and-wide-leg-pants ensemble, the brown Speedy Patch Denim, accessorized with the Squire East West bag in Monogram canvas.
More feminine looks…
But she also opted for a sexier look a few weeks later at the Vanity Fair Oscars 2026 after-party, wearing a short black dress with broad shoulders, embroidered with charcoal-gray beads by Louis Vuitton. Before wearing, for the Met Gala on May 5, a very feminine deep red strapless dress featuring a skirt with multiple ruffles in satin and tulle… once again designed by LVMH’s flagship house.
It’s clear that social media is crazy about this young woman who is both very much in tune with her time and capable of following her instincts.
After the Olympics, Alysa Liu had 8.3 million followers on Instagram, where she shares her life both during and outside of competitions….
And on TikTok, there are countless reimagined videos of her figure skating routines, even though the skater doesn’t have an account there!
A charisma that will allow Louis Vuitton to touch the hearts of many of the athlete’s young fans…
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Featured Photo: © Louis Vuitton
