Naomi Osaka has partnered with Louis Vuitton for their Spring 2021 campaign shot by Creative Director Nicolas Ghesquière. The Tennis star joined the brand as the newest House Ambassador. The shoot is a series of photos that is colorful, playful, and even features her on the court. As someone who is a fan of both fashion and sports, this is a matchmade in Heaven.
The move by Luis Vuitton to partner with Osaka is one of the smartest decisions they’ve recently made. The past couple of ambassadors from the brand have hit a mark that is very hit or miss. They decided to jump on the influencer train by parenting with internet sensations like Emma Chamberlain and Charli D’Amelio. While working with influencers is a choice, it does not compare to high success level of their new ambassador.
Osaka is one of the most influential athletes of this generation. At only 25, she has a tremendous list of achievements that include being the first Asian women to be ranked No. 1 in the world in Tennis, first Japanese women to win a Grand Slam title and the US open, and also has a win against legend Serena Williams. Alongside her wins on the court, she also is one of the biggest activists off the court. She uses her platform to speak about the long history of racial injustice and inequalities. During the 2020 U.S. Open, she did a tribute to Breonna Taylor and during the competition honored more victims of police brutality.
During 2021, she withdrew herself from the French Open to take a break and focus on her health. She opened up about her decision and her previous struggles with mental health, which led to an outburst of public support. Her advocacy doesn’t go unnoticed, and it is one of the most inspiring things about her.
This partnership is also important for Osaka. Being chosen to represent a designer like Louis Vuitton is a once in a lifetime experience, especially for someone who has spoken about her passion for fashion. To look and see her partnering with one of the most famous luxury brands is amazing and inspiring to young women of color. Ghesquière got it right when he said she truly is a perfect representation for her generation and is a role model for everyone.
When it comes to brands picking an ambassador, it’s got to be strategic. Clearly there was strategy behind Chamberlain and D’Amelio joining the team, but there’s also strategy being Osaka. Her seven major titles might be the standout to her name, but it’s her constant activism that makes her stand out from other athletes. Having the name and platform she does, it’s very easy to get caught up in the act. But she keeps true to her roots and the constant need for change, making sure that justice doesn’t get lost in the public eye. Her influence is truly amazing, and this pairing is a sports and fashion lovers kryptonite.
