Written by Oscar Holland, CNN
Naomi Osaka was revealed as the new Louis Vuitton brand ambassador, with the French seal
announcing the partnership alongside color photos from the last tennis star photo shoot.
The three-time Grand Slam winner, currently third in the world ranking, will appear in the label’s Spring-Summer 2021 campaign.
“Wow, this is really crazy,” wrote the Japanese star in her Twitter and Instagram accounts. “Honored to be the newest Ambassador of the Chamber @LouisVuitton.
“Funny story: I bought my mom an LV bag when I was 16 as a birthday present and it’s kind of a tradition ever since. Do I call it a full circle moment? Yes.”
In a press release, Louis Vuitton described Osaka as “multifaceted, independent and modern” and “perfectly embodying the Louis Vuitton woman.”
The tag accompanied the ad with photos of the campaign taken by the artistic director of women’s collections, Nicolas Ghesquière, for her next Spring-Summer 2021 collection. Osaka is seen wearing a bold colored dress while holding a bag marked with the distinctive monogram. of brand.
On Instagram, Ghesquière described Osaka as “an exceptional young woman who represents her generation and is a model for everyone.
“Her career and beliefs are inspiring and I am delighted with Naomi,” he wrote. “She remains true to herself and does not compromise her values. I look forward to sharing new projects with Naomi in the year to come!”
During the opening of the United States, Osaka, who is a descendant of Haitians and Japanese, was widely praised for supporting the Black Lives Matter protests that broke out last summer. In each of her seven matches in the 2020 tournament, she wore masks named after a different victim of alleged police or racist violence in the United States.
She told reporters at the time, “I am aware that tennis is watched all over the world and there may be someone who does not know the story of Breonna Taylor. They may like Google or something.”
Osaka also used fashion to proudly celebrate his Japanese identity. At New York Fashion Week, she showed her first capsule collection, designed in collaboration with the Japanese brand ADEAM, which featured structural drapes and ruffles, merging elements of traditional and contemporary Japanese design.
The announcement comes shortly after the 23-year-old’s first appearance on the cover of American Vogue. The January 2021 issue of the magazine saw her posing in a tight Louis Vuitton dress during a photo shoot for the cover with the famous photographer Annie Leibovitz.
This is only the French brand’s latest foray into the sport, although its recent sports partnerships have been in the men’s clothing division. In August, the creative director of Louis Vuitton for men, Virgil Abloh, announced that he was working with skater Lucien Clarke, who designed a skate shoe for the brand.
The brand then revealed a collaboration with the NBA that “celebrates the cultural contribution of basketball and its diverse characters.” The resulting capsule collection comprised clothing, bags, shoes and accessories with the NBA logo.
