Lacoste presents fashion icons. A bag like a tennis skirt is a hit of the collection
Novak Djokovic dressed in gold mesh? Venus Williams as a true goddess? Lacoste proves in its new campaign "Play with Icons" that a true icon never goes out of style – it is reborn.
Lacoste , a brand with French roots and sporting DNA, has unveiled its new advertising campaign, " Play with Icons ," which sensitively combines the brand's heritage and contemporary aesthetics. It's not just a fashion show, but a story about redefining what it means to be an icon . The campaign, shot by renowned photographer Tyler Mitchell, balances between irony and elegance, sport and art.
Adèle Exarchopoulos in the Play with Icons campaign by Lacoste / Lacoste press materials, photo by Tyler MitchellSince its founding in 1933 by tennis player René Lacoste , the brand has continuously built its world around sporty elegance.
The crocodile on the chest has become a hallmark not only of tennis courts , but also of the world's most fashionable streets. Similarly, a polo shirt , a pleated skirt , or a Lenglen bag - these are icons.
Lacoste returns to its heritage and presents timeless products.
Lacoste 2025 / press materialsThe campaign centers on strong personalities – athletes, actors, artists who give symbolic meaning to clothing. Novak Djokovic presents a white polo shirt with an attitude worthy of a king – a golden tennis net wraps around the athlete like a royal cloak.
Venus Williams in Lacoste’s Play with Icons Campaign as a Goddess Grows Out of a Pleated Skirt / Lacoste Press Kit, Photo by Tyler MitchellVenus Williams "grows out of a sculpture" resembling a pleated skirt like a true goddess, and Adèle Exarchopoulos "wears" a Lenglen bag like a pleated skirt. Pierre Niney and Wang Yibo complete the Lacoste "universe".
Novak Djokovic in the latest Lacoste campaign / Lacoste press materials, photo by Tyler Mitchell
