Lacoste

Feb 2026

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.

Lifestyle, Commercial

Studio strobe

Luxury Fashion Houses, Fashion