A new chapter in sport-inspired fashion. Following the major success of the 2024 campaign “PLAY BIG,” Lacoste unveils its latest move – a witty and aesthetically flawless campaign titled “Play with Icons.”
The campaign was created by Lacoste’s long-time creative partner, BETC Paris, and celebrates two types of icons: Lacoste’s timeless fashion and sports pieces, and the legendary individuals who wear them.
This global campaign is revealed through a series of bold, meticulously crafted visuals and films that explore the unique chemistry between five Lacoste ambassadors and the brand’s iconic fashion items – each portrayed with a clever twist, artistic vision, and a spirit of playful reverence.
Novak Djokovic, Pierre Niney and Wang Yibo (all in the legendary Lacoste polo), Venus Williams (in a pleated skirt), and Adèle Exarchopoulos (carrying the all-new Lenglen bag).
Bertille Toledano, President of BETC, said: “The king of tennis, the goddess of the court, movie stars or style icons – playing with icons makes them even more iconic and closer to people’s hearts. We are proud to be part of Lacoste’s ever-creative story.”
The campaign, seen through the unique lens of American photographer Tyler Mitchell – chosen for his distinctive painterly approach to culture – offers a vibrant and fashion-forward perspective.
“We envisioned a series of scenes in which the ‘Play with Icons’ theme takes on an epic, fashion-progressive, and unconventional dimension, embodied by the incredible champions, actors, and singers who joined the ‘game,’” said Agnès Cavard, Deputy Creative Director and Art Director at BETC.
