Written by Oscar Holland, CNN
Naomi Osaka has been unveiled as Louis Vuitton’s new brand ambassador to the French label
announcement of the partnership alongside colorful photos from the tennis star’s latest fashion shoot.
The three-time Grand Slam winner, currently ranked third in the world, will appear in the label’s Spring-Summer 2021 campaign.
“Wow, this is actually crazy,” the Japanese star wrote on both her Twitter and Instagram accounts. “Honored to be @LouisVuitton’s newest home ambassador.
Funny story: I first bought an LV bag for my mom when I was 16 as a birthday present and it’s been a bit of a tradition ever since. Am I calling this a full circle moment? Yes.
In a press release, Louis Vuitton described Osaka as “versatile, independent and modern” and “perfectly embodies Louis Vuitton’s wife”.
The label accompanied the announcement with campaign photos taken by artistic director of women’s collections, Nicolas Ghesquière, for its upcoming Spring-Summer 2021 collection. In it, Osaka is seen in a boldly colored dress holding a bag with the label’s signature monogram.
On Instagram, Ghesquière described Osaka as “an exceptional young woman who represents her generation and is a role model for everyone.
“Her career and beliefs are inspiring and I am amazed by Naomi,” he wrote. “She stays true to herself and does not compromise on her values. I look forward to sharing new projects with Naomi in the coming year!”
At the US Open, Osaka, of Haitian and Japanese descent, was widely praised for supporting the Black Lives Matter protests that broke out last summer. In each of her seven matches at the 2020 tournament, she wore face masks with the name of another victim of alleged police or racist violence in the US.
She told reporters at the time, “I’m aware that tennis is being watched all over the world, and maybe there is someone who doesn’t know Breonna Taylor’s story. Maybe they like Google or something.”
Osaka has also used fashion to proudly celebrate its Japanese identity. During New York Fashion Week, she showcased her first capsule collection, designed in collaboration with Japanese label ADEAM, featuring structural draping and ruffles, combining traditional and contemporary Japanese design elements.
The announcement comes shortly after the 23-year-old first appeared on the cover of American Vogue. In the January 2021 issue of the magazine, she saw her pose in a Louis Vuitton slip dress during an outdoor photo shoot with celebrated photographer Annie Leibovitz.
This is just the last foray into sport for the French label, although recent sporting partnerships have taken place in the menswear division. In August, Virgil Abloh, creative director of Louis Vuitton mens, announced that he was working with skateboarder Lucien Clarke, who designed a skate shoe for the label.
The brand then unveiled a partnership with the NBA that “celebrates the cultural contribution of basketball and its diverse characters.” The resulting capsule collection consisted of clothing, bags, shoes and accessories with the NBA logo.
