Lacoste Taps Taylor Zakhar Perez for a Retro-Style Spot
Debra John — January 27, 2026 — Marketing
References: lacoste
Lacoste has unveiled a new underwear campaign featuring actor Taylor Zakhar Perez, marking the second year of collaboration between the brand and the actor. The campaign presents Perez in a setting that blends vintage references with contemporary styling, aligning with Lacoste’s established visual identity while emphasizing confidence and restraint.
Shot by photographer Angelo Pennetta in a Parisian gym changing room, the campaign imagery focuses on moments of preparation and reflection. The setting is used to convey a balance between mental focus and physical strength, offering a measured interpretation of modern masculinity. The choice of location and composition reinforces an intimate, understated atmosphere consistent with the brand’s heritage.
The campaign film, directed by Simon Cahn, complements the still imagery through refined visuals, subtle humor, and elements of French stylistic influence. Styling by Jason Bolden introduces silhouettes that merge classic proportions with modern tailoring, positioning the featured underwear designs as both timeless and forward-looking within Lacoste’s product portfolio.
Image Credit: Lacoste
Shot by photographer Angelo Pennetta in a Parisian gym changing room, the campaign imagery focuses on moments of preparation and reflection. The setting is used to convey a balance between mental focus and physical strength, offering a measured interpretation of modern masculinity. The choice of location and composition reinforces an intimate, understated atmosphere consistent with the brand’s heritage.
The campaign film, directed by Simon Cahn, complements the still imagery through refined visuals, subtle humor, and elements of French stylistic influence. Styling by Jason Bolden introduces silhouettes that merge classic proportions with modern tailoring, positioning the featured underwear designs as both timeless and forward-looking within Lacoste’s product portfolio.
Image Credit: Lacoste
Trend Themes
-
Retro-fusion Fashion — Blending vintage references with contemporary styling in fashion campaigns presents opportunities to attract diverse consumer segments interested in nostalgic yet modern aesthetics.
-
Celebrity-driven Marketing — Leveraging actors and celebrities in brand campaigns continues to be a powerful way to create buzz and enhance brand relatability, particularly with younger audiences.
-
Intimate Visual Storytelling — Creating campaign narratives that emphasize intimacy and authenticity can deepen audience connections and differentiate a brand in a crowded market.
Industry Implications
-
Fashion and Apparel — The fashion industry is seeing a resurgence in retro-inspired designs that collide seamlessly with modern trends, offering brands a path to revitalize traditional garments.
-
Marketing and Advertising — Innovations in advertising that focus on understated yet impactful storytelling allow brands to engage consumers through emotional and visually appealing content.
-
Photography and Film — Emerging trends in photography and film highlight the use of stylistically nuanced shoots to deliver refined and engaging campaign visuals that stand out in saturated markets.
9.3
Score
Popularity
Activity
Freshness
