Taylor Zakhar Perez fronts Lacoste’s latest underwear campaign in Paris, strengthening his ongoing relationship with the French maison
Taylor Zakhar Perez returns to the centre of the fashion conversation with a campaign that embraces sensuality without artifice. The Red, White & Royal Blue star becomes the face of Lacoste’s new underwear proposal, an intense, physical production shot in a Parisian gym that reinforces his bond with the brand.
The images — both video and stills — show Zakhar Perez stripping back layers until he is left almost exclusively in underwear, set against a raw, functional environment that highlights movement, physicality and the quiet strength of gesture. The result is a direct, intimate campaign charged with energy, where the male body is presented as a space for expression rather than excess.
At 34, the actor is no newcomer to the Lacoste universe. A year ago, he was named brand ambassador and fronted his first shirtless campaign, marking the beginning of a coherent and sustained collaboration. This new chapter pushes that narrative further, consolidating a relationship built on mutual trust and a shared vision of contemporary masculinity.
“Being part of Lacoste’s shows, cultural moments and special projects over the past year has been deeply meaningful to me. Every collaboration has felt intentional, revealing a strong partnership with a vibrant, playful energy. This campaign is intimate, powerful and incredibly sincere; it celebrates confidence, craftsmanship and the quiet strength of Lacoste’s heritage, reinterpreted boldly for today,” the actor said in a statement.
The choice of Paris as the setting is no coincidence. The city reinforces Lacoste’s historic DNA, while the gym offers a contemporary counterpoint: discipline, effort and authenticity. A combination that aligns closely with Taylor Zakhar Perez’s public image, increasingly tied to projects that merge sensitivity, physical presence and modern sophistication.
With this campaign, Lacoste not only reaffirms its commitment to Zakhar Perez as an ambassador, but also reshapes its visual language within men’s underwear — moving away from gratuitous provocation and towards an elegant, assured sensuality calibrated perfectly for the present moment.
