January 11, 2020: Louis Vuitton has officially announced its newest brand ambassador: 23-year-old professional tennis player Naomi Osaka. The Japanese native is a champion of the court but also of social justice, using her style as an extension of her self-expression— a way to ensure she’s heard loud and clear.
The two-time Grand Slam champion is also a fashion designer herself, with the New York Fashion Week experience to prove it. She collaborated with Japanese-American label Adeam on its Fall 2020 show last February, helping create the pieces that debuted on the runway. Naturally, she sat front row for the special occassion, wearing a long-sleeved dress from the capsule collection.
“Aside from tennis, my most treasured passion is fashion; and there is no brand more iconic than Louis Vuitton,” Osaka said in a press statement. “It is such an honour to work with Nicolas [Ghesquière]—he’s a designer I admire so much, and we share a mutual love of Japanese culture and style. To become global brand ambassador is truly a dream come true for me.”
Unsurprisingly, the artistic director shares a similar sentiment. “Naomi is an exceptional woman who represents her generation and is also a role model for everyone,” Ghesquière said. “Her career and convictions are inspiring. I am in awe of Naomi, she stays true to herself and doesn’t compromise on her values.”
The athlete shared the news with her 1.8 million Instagram followers, posting a photo from the label’s Spring-Summer 2021 campaign, photographed by Ghesquière. In the campaign images, she sports a colourful dress from the SS21 collection, and a monogram bag featuring a wide strap.
In the caption of her Instagram post, Osaka reflected on her personal history with the luxury brand. “I first bought my mom a LV bag when I was 16 as a birthday present and it’s kinda been a tradition since,” Osaka wrote. “Do I call this a full circle moment? Yes 🥰.”