Lacoste ‘PLAY WITH ICONS’: When style becomes a modern legend

An ode to the brand’s identity and the personalities that embody it.

Having amplified the crocodile’s roar with ‘PLAY BIG’, Lacoste now captures – with the help of the great photographer Tyler Mitchell – the exact moment when the classic becomes contemporary and the iconic is reinvented.

But if one thing is clear, it is that the Maison française does not repeat formulas, but redraws the codes of its heritage with a touch of irony mixed with elegance and visual precision. And so a new narrative universe emerges where each ambassador, in addition to unveiling various pieces, turns them into a cultural symbol.

Novak Djokovic and the white polo shirt

One of the most acclaimed sportsmen in history wears the iconic Lacoste polo shirt like ceremonial armour. A golden tennis net wraps around him like a regal cape, reinforcing his status as emperor of the courts.

Adèle Exarchopoulos and the Lenglen bag

The actress and new global brand ambassador manages to transform the Lenglen bag into a pleated skirt that looks like something out of an art deco dream with a Parisian accent.

Pierre Niney and the Lacoste emblem

Minimalist, elegant and with an irony that can only come from French cinema, the actor rests on a sofa that blends in with the same green that gives life to the crocodile. A lot of design, some contemporary art and a lot of effortless style in a single image.

Venus Williams and the pleated skirt

Referencing her predecessor Venus de Milo, the historic tennis player emerges from a monumental sculpture inspired by a pleated skirt. A tennis deity elevated by the architecture of textile savoir-faire that redefines what it means to be an icon.

Wang Yibo and the symphony of blue

The Chinese actor and singer receives bouquets made of Lacoste polo shirts in a gradient of blues like someone who accumulates awards after an unforgettable performance. And so the polo shirt ceases to be a basic item and becomes an object of desire, a cult item, a collector’s item.