Lacoste

May 2025

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.

Editorial, Lifestyle, Commercial

Studio strobe

Sportswear, Fashion