Lacoste’s latest global campaign, PLAY WITH ICONS, features its five global ambassadors embodying the brand’s timeless pieces.
Premium brand Lacoste has never failed to impress people with its unique styles and timeless trends. Continuing its legacy of presenting the best of style, its latest global campaign, PLAY WITH ICONS, is all about fashion exemplified by some incredible personalities.
In 2024, the brand showcased its ambassadors and Crocodile emblem in a spectacular manner with the PLAY BIG campaign. With this year’s campaign, they have delivered a creative new interpretation of Lacoste’s core DNA through a series of stylized pictures and films.
The campaign also explores the special relationship that exists between five Lacoste ambassadors and some of the brand’s famous designs. Each of these collaborations has been reimagined from an artistic, lively and playful perspective.
It features tennis legends Novak Djokovic and Venus Williams, French actors Adèle Exarchopoulos and Pierre Niney, and global superstar Wang Yibo in Lacoste’s timeless collection.
What adds distinct charm to this campaign is its crisp, vibrant and avant-garde vision. It was shot and directed by Tyler Mitchell, known for his pictorial approach to documenting culture. Imruh Asha did the styling, and Poppy Bartlett designed the sets.
Each video is a slow-motion tableau set to a fun tune by French composer Émile Sornin that seems to stretch and bend and add the perfect magic of a playful spirit.
“PLAY WITH ICONS IS A WONDERFUL WAY TO HONOUR THE TIMELESS.”
A few noteworthy moments include Exarchopoulos wearing the Lenglen bag as a pleated skirt, bringing Lacoste’s tennis and fashion traditions together, and Djokovic wearing a golden tennis-net cape to celebrate his GOAT status.
One video also features Niney radiating subtle elegance while relaxing on a sculptured sofa that mimics the brand’s distinctive logo. This clever and simple composition brings the emblem to life.
We behold Williams rising like a goddess from a sculptural pleated shell, a testament to Lacoste’s inventive savoir-faire, and watch as singer, actor, and worldwide sensation Yibo is presented with Lacoste’s polos as a token of appreciation for his unique charm and the classic appeal of the brand’s emblem.
Every ambassador-iconic-piece combination, therefore, turns into a contemporary myth, a timeless fashion tale preserved in a memorable image.
Developed in association with the creative firm BETC, Lacoste’s campaign takes a step forward to create a surprising and unforgettable fresh take on the brand’s incredible legacy.
PLAY WITH ICONS, is a wonderfully tongue-in-cheek way to celebrate the timeless all-purpose pieces that are the foundation of the brand today, as well as the fearless individuals who don them on a regular basis.
