Lacoste

Apr 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.

Lifestyle, Editorial, Commercial

Natural light

Sportswear, Fashion