CHAMPION NAOMI OSAKA
The New Face of Louis Vuitton
Louis Vuitton just got a new face.
Tennis star Naomi Osaka has been unveiled as the brand’s newest ambassador, with the famed fashion house announcing the partnership alongside shots from the campaign’s latest shoot. The three-time Grand Slam winner will appear in the brand’s Spring/Summer 2021 campaign.
Osaka has been a big name in the tennis world for quite some time, but she really shot to the stratosphere after defeating 23-time Grand Slam Grand Slam singles champion Serena Williams at the 2018 US Open, becoming the first Japanese player ever to win a Grand Slam singles title. She then won the Grand Slam singles title for the next three consecutive years.
Osaka is one of the most marketable athletes in the world, having ranked 8th among all athletes in endorsement income last year. In terms of total income in 2020, Osaka became the highest-earning female athlete of all time. She also gained significant recognition as an activist after showing continued support for the Black Lives Matter protests last year. In each of her seven matches during last year’s US Open, she wore a different face mask bearing the names of victims of alleged police or racist brutality in the US.
Osaka herself shared the new partnership news on her Instagram account:
“Wow this is actually crazy,” she said. “Honored to be @LouisVuitton newest House Ambassador.”
She then went on to share how this new partnership was particularly special for her.
“Funny story: I first bought my mom a LV bag when I was 16 as a birthday present and it’s kinda been a tradition since. Do I call this a full circle moment? Yes.”
The photos accompanying Louis Vuitton’s announcement were taken by the label’s Creative Director Nicolas Ghesquière for his upcoming Spring/Summer 2021 collection. Osaka is seen wearing a boldly-colored dress along with a bag bearing the label’s distinctive “LV” monogram. Ghesquière himself said on his Instagram that Osaka is “an exceptional young woman who represents her generation and is a role model for everyone.”
The partnership announcement comes after Osaka’s first appearance on the cover of Vogue. The January 2021 issue saw her posing in a beautiful slip dress by (who else) Louis Vuitton, shot by world-famous photographer Annie Leibovitz.
It’s quite refreshing to see Louis Vuitton partner with athletes more and more, as it removes some of the perceived “stuffiness” that has been attached to the brand lately. Last August, the label partnered with skateboarder Lucien Clarke, who designed a skate shoe for the house. Soon after, Vuitton announced a collaboration with the NBA, resulting in a capsule collection comprised of clothes, bags, shoes, and accessories emblazoned with the NBA’s logo.
The partnership with Osaka is the latest, and smartest, partnership for the brand. As Ghesquière went on to say on his Instagram, “Her career and convictions are inspiring and I am in awe of Naomi. She stays true to herself and doesn’t compromise on her values. I am looking forward to sharing new projects with Naomi in the year to come!”
Sounds like this partnership is truly a grand slam.
