Lacoste Celebrates Unexpected Encounters in Its New Brand Campaign

Lacoste released its latest brand campaign, using its iconic pieces as a start point and installing a new brand tone that is fresh and has a renewed sprit. Featuring the power of the crocodile, the new brand campaign aims to unite as many people as it allows each person to express their differences.

The famous green Lacoste logo can now be found over a limitless range, sitting as a defining feature as it is worn by people from all levels of society, sporting the crocodile in their own unique way.

The latest campaign is inspired by this diversity of the Lacoste community, revealing how people from various parts of society meet by chance and find that they have a shared sense of style, s each of them sport clothing that features Lacoste branding.

For this campaign, the brand decided to go with protagonists who ever modelled before, allowing for the cast to emphasize the spontaneity and freshness that comes with this new campaign.

As the video footage rolls an elderly Marga meets Anis, a young man the same age as her grandson, and finds that the two of them are wearing the same polo shirt. Elsewhere a skater wears the same bucket hat as a little girl, displaying the diverse nature of each Lacoste item.

The photographs for the new campaign were shot by Irish photographer Ronan Gallagher, who used a mix of documentary style photography and fashion vibe to encapsulate the authentic and spontaneous nature of the range.

The video footage, directed by Laure Atanasyan, brings scenarios from everyday life to the screen through humor and lightness. These are then deployed onto social media with reels of the Original Kids.

This new campaign is proof that the Lacoste crocodile has the power to unite. The crocodile serves as more than a brand, it stands as a rallying point that unites people of all generations, cultures, and styles.