Since 1933, the Lacoste crocodile has stood for elegance, class and timelessness – it moves in a boundless realm. People from all walks of life wear and interpret the brand in their own way.
CELEBRATE UNEXPECTED ENCOUNTERS
For the Spring-Summer 2022 campaign, Lacoste presents a new course full of surprises. With this campaign, the brand has taken a new direction, building on its iconic pieces – fresh and full of panache.
The next chapter? An impromptu meeting between new brand ambassador, tennis champion and entrepreneur Venus Williams and a young Lacoste fan (played by Saniyya Sidney, who starred as young Venus in the Oscar-nominated film King Richard).
A STYLISH BATTLE
For the Fall-Winter 2022 campaign, a white Lacoste jacket left in the corner of a store brings the young teenager together with its unexpected owner, Venus Williams. In a moment of euphoria, the two realize that they own the same piece of clothing with the Lacoste crocodile. This connection sparks a dance battle.
Inspired by Venus Williams’ iconic dances on the sidelines, both women move playfully in their own way and use their shared Lacoste piece as a unique means of expression.
CAPTURE STYLE IN MOTION
Irish photographer Ronan Gallagher captured this encounter in a mix of documentary style and modern street style. Directed by the young talented duo Kenten. The Apache soundtrack by The Sugarhill Gang, which sets a dynamic and humorous rhythm, was chosen to match the new campaign.
