Lacoste Levels Up Its Classics in New Campaign, “Play With Icons”
After last year’s “Play Big” campaign, Lacoste is back — and turning up the volume, with “Play With Icons,” a fresh take that dives into what makes the brand so timeless. Think of it as a love letter to Lacoste’s classics, reimagined through a contemporary lens. Or, as said in its press release: “Classics reinterpreted, icons recontextualized.”
“Play With Icons” bring together five of Lacoste’s global ambassadors — tennis legend Novak Djokovic, French stars Adèle Exarchopoulos and Pierre Niney, Venus Williams and Chinese multi-talent Wang Yibo. Together, they explore their personal chemistry with Lacoste’s most memorable pieces: the polo shirt, the pleated skirt, the new Lenglen bag and more.
One standout image is Williams, draped in rich brown Lacoste, photographed as if she is rising like a goddess from the folds of a pleated skirt laid on the ground. Her hair cascades to her legs and she holds a tennis ball in one hand like it’s a pearl — an image of grace, power and athletic royalty.
In another visual twist, Adèle Exarchopoulos wears the “Lenglen” bag in place of a skirt. The bag’s shape mimics pleats, blurring the line between accessory and apparel — an effortlessly cool nod to Lacoste’s playful yet fashion-forward roots.
Click the gallery to see more of the campaign.
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