HAIR APPARENT: Alysa Liu has skated her way into the ranks of Louis Vuitton’s brand ambassadors.
The Olympic gold medalist, who is redefining the world of figure skating with her playful personality and Gen Z look, joins the French fashion house after attending Nicolas Ghesquière’s fall 2026 show during Paris Fashion Week.
“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,” Ghesquière, artistic director of women’s collections at the house, said in a statement.
The 20-year-old made history at the 2026 Milano Cortina Winter Olympics by becoming the first American to win an individual Olympic gold medal in women’s figure skating since Sarah Hughes in 2002. She also took home gold in the team event.
Alysa Liu in Louis Vuitton.
Courtesy of Louis Vuitton
A skating wunderkind, Liu was the first woman to land a triple axel and a quadruple jump in one program. Having announced her retirement from the sport at 16, she came back two years later with a new team and a new attitude that has seen her bring her distinctive style to the rink.
Best known for her “halo” hair, with blond and brunette stripes that she’s compared to tree rings, and the smiley piercing in her gum, the California athlete is a self-described fashion fan and designs her own costumes.
In her first images for Vuitton, she wears a series of denim looks.
“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,” she said. “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.”
Alysa Liu
Stephane Feugere/WWD
Liu also has a partnership with sportswear giant Nike, and recently appeared in a campaign for beauty retailer Sephora, which like Vuitton is owned by LVMH Moët Hennessy Louis Vuitton.
At Vuitton, she joins a roster of athletes that includes tennis player Carlos Alcaraz, basketball star Victor Wembanyama, skater Yuto Horigome and table tennis player Wang Chuqin. Previous Vuitton brand ambassadors include fellow Olympic gold medalist Eileen Gu and Brazilian skateboarder Rayssa Leal.
