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The 20-year-old American joins the French fashion house after making history at the 2026 Winter Olympics in Italy.

Liu attended Nicolas Ghesquière’s fall 2026 show during Paris Fashion Week before the official announcement on Monday.

“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 LV women’s collections, said in a statement.

At the 2026 Milano Cortina Games, 20-year-old Liu became the first American to win individual Olympic gold in women’s figure skating since Sarah Hughes in 2002. She also won gold in the team event.

Liu previously made history as the first woman to land a triple axel and a quadruple jump in one event. She retired from the sport at 16 but returned two years later with a new team, a new attitude and a distinct personal style.

Beyond her Olympic success, Liu went viral for her unique “halo” hairstyle with blonde and brunette stripes and a smiley gum piercing. Since then, she has been vỉewed as a pop culture icon and the new idol of Gen Z.

In her first promotional images for Louis Vuitton, Liu rocks several denim outfits.

“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,” Liu said, as quoted by WWD.

“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.”

Liu also holds an active partnership with Nike and recently modeled for Sephora, another company owned by the LVMH group.

At LV, Liu joins a growing roster of athlete ambassadors. This group includes tennis star Carlos Alcaraz, basketball player Victor Wembanyama, skateboarder Yuto Horigome and table tennis player Wang Chuqin.