Lacoste elevates its classics in its new campaign, ‘Play With Icons’

Lacoste presents ‘Play With Icons’, a campaign that reinvents its classics with modern style and internationally renowned ambassadors.

The iconic French brand Lacoste launches its new global campaign, ‘Play With Icons’, a bold reinterpretation of its timeless classics. This visual and conceptual proposal updates iconic garments such as the polo shirt, the pleated skirt, and the new Lenglen bag, blending sporty elegance with a modern, cutting-edge perspective.

Leading the campaign are five international ambassadors who embody Lacoste’s versatile spirit: tennis player Novak Djokovic, actress Adèle Exarchopoulos, actor Pierre Niney, legend Venus Williams, and the multifaceted Chinese artist Wang Yibo. Each brings their personal style, exploring how the brand’s classics fit into their unique and creative lives.

Among the most striking images is Venus Williams, draped in earthy tones, majestically emerging from a pleated skirt, in a scene that evokes strength, grace, and elegance. Meanwhile, Adèle Exarchopoulos wears the Lenglen bag as a skirt, blurring the lines between accessory and garment, reaffirming the brand’s innovative character.

‘Play With Icons’ not only celebrates Lacoste’s history but also projects it into the future, proving that its legacy can be reinvented time and time again without losing its essence.