After almost 80 years, French label Lacoste has never been so relevant as a contemporary sportswear label.Thanks to its creative director Felipe Oliviera Baptista, Lacoste is now a youthful, fresh and elegant label, capable of celebrating its heritage and embracing modernity.
The new Spring Summer 2013 collection showcased early September during NYFW is a perfect illustration. Inspired by Lacoste archives and iconic pieces such as the blazer or the jogging suit, Baptista designed a slick collection with oversized but minimalist silhouettes, chic leather jogging outfits, impeccable suits and transparent raincoats. He also introduced whimsical patterns, combining tennis balls, rackets and polo arranged in geometric forms, homage to Warhol’s Campbell’s soup can collage but also to African motifs.
Lacoste’s new dynamism can be also explained by its direct targeting of the American market. Showing a collection in NYC means going up against it’s biggest sportswear competitors such as Tommy Hilfiger and Ralph Lauren. Thus Lacoste has a unique opportunity to reach a broader audience and prove, if needed, that the French label got its crocodile back in the house.
I was invited to the runway show
And had a chance to be backstage
And of course the collection (few looks)
And if you ever wondered how is the backstage 5 minutes before the show, check this my video
Credit for runway: Style.com