Lacoste

Apr 2026

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.

Lifestyle, Commercial, Commercial

High-speed / freeze, High-speed / freeze, Natural light, Natural light

Sportswear, Fashion