LACOSTE UNCONVENTIONAL CHIC

Today, Lacoste represents a state of mind; a way of life in which style is celebrated on a daily basis. For the past 75 years the brand has continued to evolve through the ideas of its founder, the bold and elegant visionary, René Lacoste, who created the classic polo with a passion and aim to update our tennis courts to a style of modern elegance, making no compromises when it came to combining style with comfort and so was born a completely new concept of clothing: sportswear. Now, after ten seasons under the headline “Un Peu d”Air sur Terre”, the brand is evolving with a new concept: UNCONVENTIONAL CHIC. The movement celebrates the opening of new generation stores, the arrival of new Creative Director, Portuguese designer Felipe Oliveira Batista, new product developments for the brand (jewellery, leather goods and sunglasses) and new partnerships such as the .

The UNCONVENTIONAL CHIC concept is beautifully translated in four simple yet stunning campaign images shot in Paris by well-known fashion photographers, Mert Alas and Marcus Pigott, renowned for using specific illumination techniques that pay tribute to 30″s glamour, often combining the beauty and simplicity of the models with futuristic elements taking them beyond a simple retro style.

Each of the four models; Anja Rubik, Liya Kebede, Noah Mills and Jon Kortajarena, present the classic L.12.12 polo shirt as the ultimate accessory, creating an image which symbolises a new attitude where elegance and comfort are not confined to stereotypes.

By Lucy Mclean