Lacoste

Apr 2026

For its Underwear SS26 collection, Lacoste leans into a sophisticated synthesis of athletic heritage and elevated leisure. Captured with a sharp, intentional eye by photographer Jorge Perez Ortiz, the campaign breathes new life into the brand's iconic staples by grounding them in a series of sun-drenched, textured environments. The visual narrative effortlessly oscillates between high-energy lifestyle imagery and intimate, cinematic portraits, utilizing natural light to highlight the crisp silhouettes of the garments against the rugged coastline and moody, minimalist interiors. Through the precise casting direction of William Lhoest, the models Francesco Ruggiero and Paola Manes embody a relaxed elegance that feels both aspirational and deeply rooted in the ease of summer. The creative use of low-key and chiaroscuro techniques adds a layer of depth to the editorial frames, creating a compelling interplay between shadow and form that emphasizes the structural quality of the fabrics. With deliberate styling by Stephanie Farouze, the work avoids the typical artifice of fashion advertising, instead favoring a raw, clean aesthetic that feels authentically Lacoste. By balancing these bright, commercial exterior shots with darker, more contemplative indoor vignettes, the project successfully evolves the brand's identity for the new season, proving that even the most functional wardrobe essentials can serve as the centerpiece of a high-fashion story.

Lifestyle

Natural light

Lingerie & Underwear, Fashion, Fashion