Lacoste
Lacoste's heritage sportswear and high-end fashion campaigns across fashion and sport
Featured Lacoste projects
This week's top Lacoste projects, carefully handpicked by Visie's expert curators, showcase the best in style and innovation.
Project Lacoste · Back to School
Lacoste leans into the refined nostalgia of collegiate life for their latest Back to School campaign, blending the storied heritage of luxury fashion with a contemporary, accessible lifestyle lens. Directed by Thibault Della Gaspera and captured through the lens of photographer Théo de Gueltzl, the series trades traditional campus tropes for a sophisticated, minimalist studio environment defined by a muted, sage-green backdrop. The imagery highlights a clean, preppy aesthetic that feels both timeless and sharp. Models Ahmadou Gueye, Alice McGrath, Asako Sato, and Nour Boudaakat are framed with a balanced, symmetrical composition that elevates the brand’s iconic polos and knitwear, complemented by an eclectic mix of academic props ranging from laboratory glassware to architectural mailing tubes. Every frame utilizes soft light to maintain an even, commercial-grade clarity that draws focus to the tactile details of the clothing, such as ribbed textures and classic collared silhouettes. With hair styling by Flavien Hymonnet and makeup artistry by Cyril Laine, the aesthetic remains polished yet approachable. By stripping away visual clutter, the project emphasizes the essential elegance of the Lacoste logo, successfully positioning the collection as the modern uniform for the creative student. This editorial approach demonstrates how luxury fashion houses can effectively synthesize commercial goals with elevated lifestyle photography, resulting in a cohesive visual narrative that resonates well beyond the academic season.
Lacoste · Venus Williams
This sportswear campaign for Lacoste, titled Venus Williams, presents a series of vignettes centered around the tennis athlete. Moving between a local bodega, residential streets, and backyard settings, the film utilizes live-action technique to observe the subjects in casual apparel. Directed with a cinematic approach, the project employs handheld camera movement to maintain a grounded perspective. The visual treatment favors natural daylight and soft color grading, resulting in a clean aesthetic that highlights the outdoor environments.
Project Lacoste · Spring 2026 Ad Campaign
The Lacoste Spring 2026 ad campaign masterfully bridges the gap between heritage sportswear and contemporary lifestyle photography. Under the expert direction of Fredrik Bond, the project moves beyond standard product placement, leaning into a cinematic language that feels both aspirational and inherently grounded in movement. By utilizing a live-action technique and leveraging natural light to capture the crisp, clean textures of classic tennis attire, the campaign evokes a refined, athletic elegance that remains synonymous with the brand. Each frame—whether set against the lush, manicured greenery of a garden or the iconic, cobblestoned streets of Paris—functions as a cohesive narrative piece that highlights the fluid intersection of sport and high-end fashion. The inclusion of professional tennis player Novak Djokovic adds a layer of authentic competitive intensity, while the deliberate use of a shallow depth of field keeps the focus squarely on the dynamic interplay between the subjects and the iconic tennis ball motif. These commercial images maintain a consistent, clean aesthetic that feels elevated yet accessible, successfully positioning the collection within an urban environment that suggests a perpetual sense of motion. By focusing on posture and kinetic energy, the campaign avoids stagnant catalog tropes, instead opting for a vibrant, storied approach that breathes fresh life into the brand's enduring sporting identity.
Project Lacoste · Campaign SS26 - Life is a beautiful ...
For its SS26 campaign, Life is a beautiful ..., Lacoste leans into a revitalized vision of classic sportswear, marrying high-energy movement with the timeless elegance of Parisian architecture. Photographer Angelo Pennetta masterfully captures the essence of the brand by utilizing high-speed freeze techniques that suspend his subjects in mid-air, lending a sense of weightlessness and athletic grace to the imagery. Models Cheikh Diakhate, Pierre-Benoit Talbourdet, and Summer Dirx inhabit the frame with a spontaneous, joyful spirit, sporting iconic polos, tracksuits, and structured accessories against backdrops of sage-green facades and limestone walls. The project relies on natural light to emphasize the vibrant color palette, creating a visual narrative that feels both aspirational and grounded in everyday movement. Casting director William Lhoest brings together a diverse ensemble that channels the brand's heritage while pushing it toward a more contemporary, lifestyle-oriented expression. By juxtaposing the technical precision of the photography with the casual, rhythmic flow of city life, the campaign effectively translates the brand's sporting roots into a modern editorial aesthetic. Every frame resonates with a clear, commercial focus, celebrating the intersection of movement, style, and iconic design markers that have long defined the Lacoste identity within the global fashion landscape.
Project Lacoste · Tennis Campaign S/S 26
Lacoste continues to master the intersection of high-performance sportswear and timeless heritage in its S/S 26 tennis campaign, featuring global icon Novak Djokovic. Captured through the lens of photographer Ronan Gallagher, the series leans into an elevated editorial aesthetic that bridges the gap between competitive professional tennis and modern fashion editorial. By utilizing natural light across both indoor gymnasiums and clay court environments, the visuals achieve a crisp, authentic quality that emphasizes the technical craftsmanship of the brand’s signature polos. The imagery remains grounded in lifestyle portraiture, focusing on the fluidity of movement and the quiet confidence of the athlete, while hair stylist Konstantinos Sakkas ensures a clean, polished look that complements the sharp lines of the apparel. Each frame is composed with a focus on geometric balance, echoing the stark white boundary lines of the courts against the vibrant, saturated hues of the seasonal collection. Whether positioned against the earthy, warm tones of a clay court or the cool, muted interiors of an indoor facility, the campaign reinforces the enduring narrative of the crocodile emblem. The result is a cohesive commercial narrative that celebrates the sport’s intensity without sacrificing the sophisticated, understated elegance that defines Lacoste as a leader in the global sportswear and fashion industry.
Project Lacoste · Tennis Attitude Spring 2026
For the Tennis Attitude Spring 2026 campaign, Lacoste leans into a refined convergence of high-end fashion and traditional sportswear, capturing a narrative that feels both timeless and distinctly urban. Through the lens of photographer Pepe Herreros, the project masterfully balances the brand's storied heritage with a contemporary, minimalist sensibility. The imagery features models Elise Marie and Ibra Niakate, whose effortless presence brings a lived-in authenticity to the collection’s sharp, athletic-inspired silhouettes. By utilizing natural light as a primary narrative tool, Herreros creates a series of portraits and lifestyle vignettes where soft, golden-hour warmth interacts with bold, architectural backgrounds—such as textured olive-green walls punctuated by geometric cutouts. The creative direction emphasizes the precision of the apparel, from the crisp lines of white polo shirts to the layered depth of navy quarter-zip ensembles and pleated tennis skirts. This editorial approach ensures that even in motion, the garments retain a sense of structural clarity. Each frame feels deliberate, moving away from high-octane action to instead celebrate the quiet confidence of the modern Lacoste wearer. By layering these commercial elements against blurred city streetscapes and stark, contrasting colors, the campaign achieves a polished, cohesive aesthetic that successfully updates the brand’s visual vocabulary for a new season, perfectly blending functional sportswear with sophisticated, everyday lifestyle design.
Project Lacoste · Underwear SS26
For its Underwear SS26 collection, Lacoste leans into a sophisticated synthesis of athletic heritage and elevated leisure. Captured with a sharp, intentional eye by photographer Jorge Perez Ortiz, the campaign breathes new life into the brand's iconic staples by grounding them in a series of sun-drenched, textured environments. The visual narrative effortlessly oscillates between high-energy lifestyle imagery and intimate, cinematic portraits, utilizing natural light to highlight the crisp silhouettes of the garments against the rugged coastline and moody, minimalist interiors. Through the precise casting direction of William Lhoest, the models Francesco Ruggiero and Paola Manes embody a relaxed elegance that feels both aspirational and deeply rooted in the ease of summer. The creative use of low-key and chiaroscuro techniques adds a layer of depth to the editorial frames, creating a compelling interplay between shadow and form that emphasizes the structural quality of the fabrics. With deliberate styling by Stephanie Farouze, the work avoids the typical artifice of fashion advertising, instead favoring a raw, clean aesthetic that feels authentically Lacoste. By balancing these bright, commercial exterior shots with darker, more contemplative indoor vignettes, the project successfully evolves the brand's identity for the new season, proving that even the most functional wardrobe essentials can serve as the centerpiece of a high-fashion story.
Project Lacoste · Lacoste Eyewear Spring 2026
For the Lacoste Eyewear Spring 2026 campaign, the iconic fashion label leans into a polished, accessible aesthetic that seamlessly blends heritage and modernity. The campaign, which features the striking presence of actor Adrien Brody alongside two lifestyle-focused models, masterfully centers on the interplay between sophisticated eyewear and casual sportswear staples. Photographer Amit captures these moments through a precise editorial lens, utilizing studio strobe techniques to create soft, even lighting that emphasizes the intricate detailing of the translucent and classic black-framed glasses. By pairing the signature crocodile-adorned polo shirts and denim with these contemporary frames, the project successfully bridges the gap between high-fashion portraiture and everyday lifestyle imagery. The clean, neutral grey backdrops serve to keep the focus entirely on the collection, allowing the subjects' candid expressions and natural charisma to define the brand's narrative. Expert contributions from hair stylist Matt Mulhall and makeup artist Adrien Pinault provide a refined finish, ensuring the styling feels both aspirational and deeply rooted in the brand's athletic identity. Through this high-key commercial execution, Lacoste reaffirms its position within the eyewear industry, demonstrating that classic design choices remain eternally relevant when captured with such intentionality and creative focus.
Lacoste · Novak
Lacoste presents a portrait of professional tennis player Novak Djokovic, bridging the gap between performance sportswear and high-fashion editorial. The piece centers on the athlete draped in a gold-trimmed tennis net against a minimalist backdrop, recontextualizing sporting equipment as a sculptural element. Developed by agency BETC Paris with production from Prose On Pixels, the vertical commercial film utilizes bright, even lighting to emphasize the textures of the apparel and the net. The composition leans into a clean, graphic aesthetic, keeping the focus on the movement and interaction between the subject and his gear. The project features sound design by GUM.
Lacoste · Adele
Lacoste presents the Adele commercial, a short-form project that highlights the brand’s signature aesthetic within a high-contrast, minimalist studio environment. The film leans into clean, even lighting to showcase the interplay between the featured sports-inspired apparel and accessories, specifically spotlighting a pleated handbag that echoes the heritage of the tennis skirt. Developed by creative agency BETC Paris with production handled by Prose On Pixels, the piece relies on a live-action technique to ground the subject against a uniform backdrop. The movement is deliberate, emphasizing the brand's sportswear and fashion identity through a rhythmic and modern visual language.
Lacoste · L'original
Lacoste presents L'original, a cinematic commercial directed by agency Dissidence. The film moves through a series of vignettes, grounding the iconic polo shirt within intimate, character-driven settings including a restaurant, a Parisian rooftop, and a swimming pool. Employing a live-action technique, the narrative blends quiet reflection with deliberate, stylish movement. The visual language favors a warm, earthy palette and atmospheric lighting, emphasizing the architectural quality of the scenes.
Project Lacoste · Lacoste Holidays 2025
The Lacoste Holidays 2025 campaign explores the intersection of high-performance sportswear and classic winter fashion. Photographed by Samuel Bradley with cinematography by Errol Rainey, the collection leans into a nostalgic aesthetic, utilising natural light to highlight the rich textures of knitwear and quilted puffer jackets against alpine environments. Set across snow-covered slopes and rustic gondola cabins, the imagery blends editorial sensibilities with the functional demands of winter attire. Model Joseph Uyttenhove anchors the campaign, which features a mix of structured tailoring and technical outerwear, captured with clean, atmospheric compositions.
Explore other High Street Fashion brands
Explore Visie’s leading industries, projects, and the talented creatives representing them.
