Eight garments and four sneakers celebrate the best of the crocodile and the African diaspora in Paris.
The iconic Lacoste crocodile and the creativity of Maison Château Rouge, led by Youssouf Fofana, meet in this collaboration that celebrates the cultural fusion between the French and Africans. From the heart of Paris’ 18th arrondissement, Maison Château Rouge has proclaimed itself as a standard bearer of African culture in the West.
The collaboration includes eight pieces and four sneakers that combine 90s suburban styles and references to SAPE (Société des Ambianceurs et des Personnes Élégantes), an African movement. Details are the soul of this proposal: exposed stitching, precisely selected materials and a golden crocodile inspired by the Akan weights of West Africa. From zip-up jackets to polo shirts and graphic tees, each piece tells a story. Sneakers complete the ensemble with insoles decorated with African wax-inspired prints and touches that pay homage to Lacoste’s signature tennis.
The campaign video is inspired by the aesthetics of the Nouvelle Vague, the film movement of the 1960s, but also by the creative energy of a new generation of talents. The tour begins in a gallery, a minimalist space where works of art stand out as protagonists. Next, a series of fashion compositions unfolds, with unusual angles that generate a striking visual effect in an urban landscape. Details such as still lifes, archival images and typographic elements appear throughout the footage, reinforcing the connection to the rich cultural heritage that characterizes Maison Château Rouge.
Lacoste x Maison Château Rouge, is available on its website and at selected points of sale in France. The sneakers will also be available in exclusive Courir stores.
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