Lacoste, with its popularity among the middle-class set and the sporty wannabes, no pun intended, is still largely known as a purveyor of athleticwear and polo shirts for the tennis and golf set. But that will soon changed!
CEO José Luis Duran tells WWD of its plans to make a big push towards being perceived as a fashion company, with athleticwear taking a back seat to ready-to-wear. “You will see no sports line and no Lacoste Live in most of our stand-alone stores, unless it’s a big location, such as our Champs-Élysées unit,” Duran tells WWD. “Brand positioning is really my number-one priority, and the idea is to make Lacoste more premium.”
At least for now, the French brand’s retail locations will include opening 60 more stores in 2015 in China, Russia, France and the U.S., while also closing about 40. A move towards revamping its image into true blue a fashion brand.
The storied French tennis-inspired fashion label under creative director Felipe Oliveira Baptista, unveils its new collaboration with legendary couture embroiderer Maison Lesage: A series of eight haute couture designs (embroidered with cartoonish crocodiles, Pac-Man-like tennis balls, and occasionally a scrawled graffiti-esque tag reading simply: “Rene Did It First”) were all inspired by the brand’s archives and shot on the likes of Laetitia Casta, Constance Jablonski, Audrey Marnay, and ballerina Marie-Agnès Gillot, an étoile of the Paris Opera Ballet. (VOGUE)