The announcement comes just months after Alysa Liu’s triumphant performance at the 2026 Winter Olympics, where the 20-year-old claimed two gold medals and etched her name into history. On February 19th, she became the first American woman in 24 years to win Olympic gold in figure skating.

Courtesy of Louis Vuitton

Liu’s ascent has been defined by more than technical brilliance on the ice. Her performances carry a magnetic quality that blends precision with personality, and her signature striped hair has become as recognizable as her skating. Nicolas Ghesquière, Artistic Director of the House’s Women’s Collections, was direct about what makes Liu the right fit: “Alysa Liu embodies the modern Louis Vuitton woman—confident, creative, and utterly fearless. Her dynamic energy and individuality resonate with the House’s spirit.”

The connection between Alysa Liu and the brand didn’t begin with this announcement. She had already made a notable appearance at the Louis Vuitton Women Fall/Winter 2026 show, wearing a Brown Speedy Patch Denim jacket and jeans set and carrying the Squire East West handbag in Monogram canvas. For Liu, the partnership carries personal significance. “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,” she said. “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.”