Lacoste

Lacoste · Venus Williams

Lacoste · Venus Williams 30s

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 · 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.

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.

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.

Lacoste · Lacoste F/W 26 backstage

Stepping behind the curtain of the latest seasonal presentation, the Lacoste F/W 26 backstage session masterfully bridges the gap between high-performance athletic heritage and contemporary luxury fashion. Photographed by Jack Day, the series leans into a raw, unfiltered perspective that prioritizes the tactility of technical materials and the candid intensity of runway preparation. By framing the collection against stark, high-contrast backdrops of textured rust-orange and terracotta drapes, the imagery highlights the evolution of the brand’s iconic sportswear silhouettes. The editorial approach relies on natural light to emphasize the sheen of nylon windbreakers and the structured geometry of monochromatic ensembles, effectively turning a backstage workspace into a controlled studio environment. Utilizing a live-action technique, the photographs capture the transient energy of the models as they embody the fusion of tennis-inspired graphics and modern utility. From the reflective gloss of technical jackets to the precise styling of accessories, the project serves as a compelling narrative on the intersection of heritage and innovation. By eschewing over-polished artifice in favor of clear, direct compositions, the work invites a closer inspection of the intricate branding and textile play. This aesthetic shift reinforces the brand’s enduring relevance, presenting the collection with an authenticity that resonates deeply within the luxury fashion sector while maintaining a sharp, approachable edge.

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.

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.

Lacoste · LACOSTE UNDERWEAR & APPAREL SS26

For the Lacoste SS26 campaign, photographer David Paige strips away the noise of high-concept fashion to return to the brand's core: clean, elevated sportswear. Working with model Deepak Gupta, the series of images channels a refined, minimalist aesthetic that leans into the history of the house while asserting a modern, versatile outlook. By utilizing a stark, seamless white background, the campaign places the full focus on the tactile quality of the collection, where the signature crocodile logo serves as a recurring anchor across varied athletic and leisure ensembles. Paige employs precise studio strobe lighting to ensure every texture, from the breathable pique of classic polo shirts to the layered depth of chore jackets and knitwear, is rendered with absolute clarity. The photography adopts a commercial, editorial minimalism that moves fluidly between performance-inspired tennis attire and relaxed, sun-drenched summer essentials. Each composition, carefully curated to showcase the fluidity of the apparel, presents a polished and cohesive vision for the upcoming season. By avoiding overly ornate styling in favor of deliberate, focused portraiture, the project captures the essence of luxury fashion houses that prioritize longevity and classic design over fleeting trends. The result is an evocative yet understated visual narrative that bridges the gap between high-end fashion photography and direct, effective retail communication.

Lacoste · Spring 2024 Ad Campaign

The Lacoste Spring 2024 ad campaign, Play Big, breathes fresh, audacious life into the iconic French brand by leaning into the surreal scale of its heritage mascot. Under the meticulous guidance of creative director Pelagia Kolotouros, the project eschews traditional luxury fashion house conventions in favor of a playful, high-concept editorial sensibility. Photographed by Willy Vanderperre, the campaign features a diverse global cast including Novak Djokovic, Venus Williams, Pierre Niney, Jeon Somi, Ahn Hyo-Seop, and Wang Yibo. The visual narrative centers on these figures interacting with massive, stylized crocodile sculptures, an artful interpretation of the brand’s identity brought to life through the ingenuity of set designers Imruh Asha and Ibby Njoya. Across the series, the minimalist composition utilizes clean, neutral studio backdrops to underscore the contrast between the human subjects and the oversized props. Technically, the execution relies heavily on the sharp, deliberate precision of studio strobe lighting, which meticulously highlights the intricate textures of both the garments and the sculptural surfaces. By blending commercial precision with a bold, contemporary perspective, the campaign successfully elevates the brand’s iconography while maintaining an approachable, athletic edge. Each image reads as a masterclass in proportion and branding, confirming Lacoste's enduring ability to evolve while staying tethered to its historic, unmistakable DNA.

Lacoste · "Play with Icons" Ad Campaign

Lacoste leans into its rich athletic heritage with the Play with Icons ad campaign, a visual masterclass that reinterprets the brand's iconic polo shirt through a contemporary, artistic lens. Captured with the precision of studio strobe lighting, the campaign features a diverse cast including Venus Williams and Novak Djokovic, who inhabit minimalist, monochromatic environments that emphasize the structural elegance of the collection. Photographer Tyler Mitchell masterfully anchors these portraits, finding a balance between commercial clarity and high-fashion editorial. The creative execution thrives on sculptural interplay, where set designer Poppy Bartlett integrates abstract elements—from metallic gold tennis nets to oversized paper floral arrangements—to echo the brand's signature aesthetic while pushing into a more conceptual space. Stylist Imruh Asha meticulously coordinates the attire, pairing classic sportswear with tailored pieces to achieve a clean, high-key look that feels both timeless and forward-thinking. By utilizing a vibrant color palette against solid backgrounds, the imagery adopts a deliberate minimalist approach, allowing the textures of the fabric and the precision of the tailoring to take center stage. The result is a sophisticated sportswear campaign that bridges the gap between athletic functionality and high-end fashion, proving that even the most recognizable icons can be reimagined with fresh, intentional design choices. This series serves as a definitive look at how global fashion houses can successfully modernize their identity while honoring their deep-rooted sporting traditions.