Lacoste SS25: A summer between tennis court and beach sand

Over the years, Lacoste has become much more than a sportswear brand. Today, it is a cultural symbol, a reference that people from very different contexts use in equal parts to recognize each other. With Pelagia Kolotouros at the creative helm since 2023, the brand has been able to undergo a necessary transformation, while maintaining a strong link with what René Lacoste, its founder, once created. The SS25 collection proves it.

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The brand’s iconic crocodile is revered by just about every mortal being you can imagine, and the front row reflected that. Sitting next to the net sculpture hanging from the ceiling was Venus Williams and Spike Lee. A few meters away from them, the iconic Viola Davis, as well as models Alton Mason, Lucky Blue Smith and Yves Mark, who were chatting with Ester Expósito just before the show started.

The fashion show was held at 17 Rue Faubourg Poissonnière, in an industrial space with exposed bricks that the brand tuned to go in line with the presentation of the new season. In the center, a monumental sculpture of tennis nets, by British artist Susie MacMurray, hangs from the ceiling of the warehouse. Meanwhile, images of waves projected on LED screens on the sides and the runway, filled with fine sand, are reminiscent of summer at the beach, like those photos by René Lacoste that were the starting point for the creation of the collection.

The silhouettes of the collection were predominantly light and fluid. Feminine garments with pleats paid homage to a close friend of Lacoste, tennis champion Suzanne Lenglen; lingerie-inspired cutouts, and sporty details for men, such as blazers combined with shorts, were also protagonists of the proposed. This fashion show highlighted the versatility of a closet that fuses sportswear with more formal attire, using innovative materials that provide texture and depth, such as satin and lace. In addition, swimsuits and beachwear were joined by V-necklines and original prints brought from the maison’s archives.

The color palette focused on neutral tones, such as browns and nudes, which were complemented by vibrant accents of yellow and green, giving a nod to the colors we all have Lacoste associated with. With a modern approach, but always honoring the brand’s heritage, Kolotouros played with the iconic crocodile, reinterpreting it with humorous details in jewelry – the animal’s bones, teeth and eyes – and prints.

Ultimately, the collection revived the spirit of the founder, and the nostalgia of the 1920s, while promoting a lifestyle for a new generation of followers of the iconic crocodile.

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