'Play With Icons' is Redefining Lacoste’s Global Identity
Georgia Wray Norsten — May 17, 2025 — Marketing
References: lacoste
Lacoste’s new global brand campaign for 2025, 'Play with Icons, ' is spotlighting the timeless pieces that define the Maison and the bold personalities who wear them. Building on the momentum of last year’s Play Big campaign, this next chapter infuses Lacoste’s most iconic styles with artful storytelling and contemporary flair.
Shot by acclaimed photographer Tyler Mitchell with creative direction from BETC, the campaign features a series of stylized portraits and films reimagining Lacoste’s classics -- like the polo, pleated skirt, and Lenglen bag -- through the lens of five global ambassadors. Highlights include Novak Djokovic crowned with a golden tennis net in tribute to his GOAT status, Venus Williams emerging from sculptural pleats, and Adèle Exarchopoulos donning the Lenglen bag as a skirt in a witty fashion twist.
Each vignette fuses heritage with reinvention, capturing the unique synergy between Lacoste’s design legacy and its modern-day icons, all set to a whimsical score and presented in vivid slow-motion tableaux.
Image Credit: Lacoste
Shot by acclaimed photographer Tyler Mitchell with creative direction from BETC, the campaign features a series of stylized portraits and films reimagining Lacoste’s classics -- like the polo, pleated skirt, and Lenglen bag -- through the lens of five global ambassadors. Highlights include Novak Djokovic crowned with a golden tennis net in tribute to his GOAT status, Venus Williams emerging from sculptural pleats, and Adèle Exarchopoulos donning the Lenglen bag as a skirt in a witty fashion twist.
Each vignette fuses heritage with reinvention, capturing the unique synergy between Lacoste’s design legacy and its modern-day icons, all set to a whimsical score and presented in vivid slow-motion tableaux.
Image Credit: Lacoste
Trend Themes
1. Celebrity-centric Branding - The 'Play With Icons' campaign demonstrates the power of celebrity endorsements in creating memorable brand narratives.
2. Heritage-driven Innovation - Merging classic designs with modern reinterpretations reveals a shift towards preserving heritage while embracing contemporary influences.
3. Art-infused Fashion Storytelling - The use of artful storytelling and vivid imagery highlights the growing importance of visual narratives in fashion marketing.
Industry Implications
1. Fashion - Lacoste's campaign illustrates how heritage brands can reinvent themselves using modern storytelling and innovative design collaborations.
2. Marketing and Advertising - The integration of high-profile celebrities and creative direction in campaigns showcases a trend towards personalized and impactful marketing strategies.
3. Visual Arts - The collaboration with renowned photographers highlights a cross-industry innovation at the intersection of fashion and visual art.
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