Within the autumn-winter collection, the “Do you speak Lacoste?” presents a key bet focused on the coolhunter public and generation Z. The novelty brings a play with the brand’s heritage and the French spirit, considering respect for tradition, but also the enthusiasm of modernity.
The proposal was to delve into Crocodile’s past and the inventions of René Lacoste, the founder, to better build the brand’s future, maintaining the same language that characterizes it so well as a brand that connects generations. “Do you speak Lacoste?” appears translated into different languages that represent the brand’s main territories.
The special products were based on five of René’s patents: polo collar, tennis racket, tennis ball machine and golf club were the starting point for the collection. Composed of several classic products from the brand, with different historical images and compositions, the difference is presented in the very striking print inspired by Lacoste advertisements from the 1970s, which defines such history and legacy.
The main colors are white, classic green, navy and grey. But light blue, khaki, salmon, yellow and brown are also present in the capsule. Inventions and phrases tell the story of Crocodile culture and the entire Lacoste universe.
