Winter Olympics ski champion Eileen Gu is the hottest name in luxury: with brand deals from Louis Vuitton to Luckin Coffee, and Cadillac to Chanel, the freestyle teen touches Gen Z in China and the US alike

• US-born Gu announced she was representing China by wearing the country’s team colours for a meeting with Xi Jinping back in 2019 – and now she’s a sponsor’s dream
• Brands including Victoria’s Secret, Tiffany & Co., Estée Lauder and Fendi are lining up to have the 18-year-old promote their products ahead of the Beijing 2022 Winter Olympics