In this new campaign, the ideal of Louise Trotter, the creative director of the Lacoste, are reflected in series of print ads and commercial that embodies her brand take. She absorbed the spirit of invention from the founder of the brand and takes into a whole new level in each runway or campaign that she does. Reinterpreting of Lacoste’s DNA and defining luxury as a concept about time, the designer is telling with this campaign that style is ageless and that functionality is far more important than symbolism.
With the work in the shots of Ronan Gallagher and in the video of Laure Atanasyan, the campaign presents wardrobes essentials that demonstrates how clothes make you look cool, whatever age you are. All the models are street cast so they did not have any experience in modelling and that adds a fresh touch to all the takes. It shows random people that met in random places and wears the same piece of clothing, with different ages. The mixed of young and old cast plus the chromatic palette selected in all the imagery resulted in a sunny and light-hearted vibe that is perfect to welcome summer with joy.