Lacoste

Apr 2026

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.

Lifestyle, Vertical, Commercial, Commercial

Natural light, Natural light

Sportswear, Sportswear, Fashion, Fashion