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Lacoste: Wait, Is That Really Lacoste?
HEIDI TRUONG
- Fashion Blogger -
Growing up, Lacoste meant one thing: that little green crocodile. It was the emblem of preppy cool, a symbol of effortless style. I remember seeing those iconic polos everywhere - on the tennis court, at the country club, even in my dad's closet. There was something reassuring about that familiar logo, a sense of tradition and quality that seemed to transcend trends.
Lacoste: Wait, Is That Really Lacoste?
Growing up, Lacoste meant one thing: that little green crocodile. It was the emblem of preppy cool, a symbol of effortless style. I remember seeing those iconic polos everywhere - on the tennis court, at the country club, even in my dad's closet. There was something reassuring about that familiar logo, a sense of tradition and quality that seemed to transcend trends.
But something's changed. Lacoste has shed its skin, and what's emerged is bolder, more daring, and frankly, a bit unexpected.
The Pelagia Kolotouros Effect
Entered Pelagia Kolotouros, the creative director who's steering Lacoste in this exciting new direction. With a background at brands like Adidas, Calvin Klein, and Yeezy, Kolotouros brings a fresh perspective to the heritage brand. Her vision? To modernize Lacoste without losing sight of its roots. It's about "reimagining the codes of sports and casual wear," as she puts it, pushing boundaries while staying true to the brand's DNA.
In an interview with Interview Magazine, Kolotouros explained her approach: "It's really taking elements of the past and turning it up a notch." This translates to reimagining classic silhouettes, experimenting with unconventional materials, and embracing a more vibrant color palette.
FW24 & SS25: A New Era
Lacoste's Fall/Winter 2024 collection, titled "A Sporting Heritage," delves into the rich history of the brand, drawing inspiration from its iconic archives and the enduring legacy of René Lacoste. Creative Director Pelagia Kolotouros reimagines classic silhouettes and signature pieces, infusing them with a contemporary edge and a sophisticated Parisian sensibility. The collection explores the interplay of tradition and innovation, showcasing a modern interpretation of sportswear that seamlessly blends comfort, elegance, and functionality.
With Lacoste's spring/summer 2025 collection, "From Tennis to the Seaside," the collection turns into a vibrant tribute to the brand's founder, René Lacoste, and his effortless blend of athleticism and relaxed elegance. Inspired by archival photos of René enjoying the French Riviera with friends, Pelagia Kolotouros infused the collection with a carefree, 1920s summer spirit.
The show itself echoed this ambiance, featuring lush greenery and a striking tennis net sculpture by artist Susie MacMurray. This captivating setting perfectly complemented the collection's sports-inspired pieces and timeless essentials, all imbued with distinctly French chic.
Why the Change?
Lacoste's transformation is clearly a strategic move, and it's likely driven by a few key factors:
Kolotouros' Vision & Background:
- Beyond the "Sporty" Label: Pelagia doesn't want Lacoste to be pigeonholed. Her experience at Adidas and Yeezy shows an understanding of streetwear and high-fashion influences. She's bringing that to Lacoste, making it more lifestyle-oriented, not just for the tennis court.
- Youthful, but Not Childish: While appealing to younger generations is key, Kolotouros isn't simply slapping on logos and trends. It's about sophistication and playfulness, which is reflected in the designs themselves. When she talks about "reimagining codes," it signals a deeper intent. It's not just about new clothes, but new ways of wearing Lacoste, breaking those old "preppy" associations.
Staying Relevant (and Competitive)
Staying relevant isn't just about keeping up with trends, it's about setting them. And that's where Pelagia Kolotouros' influence truly shines. Lacoste's bolder colors, looser fits, and unexpected combinations reflect what's happening right now in fashion. But it's not mere imitation; it's a distinct "Lacoste twist" on those trends.
This resonates with Gen Z and Millennials who are drawn to brands that feel authentic and individualistic. They're not just passively following fashion; they're actively shaping it. And Lacoste, under Kolotouros' direction, is providing the canvas for that self-expression.
Want proof? Have a look at what fashionistas wore to Lacoste Paris Fashion Week 2024, and you'll see how this new era of Lacoste is being embraced.
Redefining Luxury Casual
Kolotouros' Role: She's likely pushing for higher-quality materials and manufacturing. This isn't just about looking luxurious, but feeling it in the elevated fabrics, better construction, those subtle details that justify a higher price point. Lacoste is now competing with brands that offer a wider range of casualwear. Kolotouros is expanding their offerings - knitwear, outerwear, dresses, etc. - to capture a bigger share of that market. Kolotouros understands that people want clothes that work for multiple occasions, and Lacoste's new designs often have that adaptable quality.
Staying Ahead of the Curve
The fashion world is constantly changing. Trends come and go, and brands need to adapt to stay relevant. Lacoste's willingness to embrace new silhouettes, experiment with color, and push boundaries shows that they're not afraid to evolve. By staying true to their heritage while embracing innovation, they're ensuring their place in the future of fashion.
So, Is This Still Lacoste?
Absolutely. But it's Lacoste with a fresh perspective, renewed energy, and a bold vision for the future. The classic elements are still there – the crocodile, the commitment to quality, the sporty spirit – but they're now interwoven with a contemporary aesthetic and a conscious approach to fashion.
Whether you're a longtime fan or just discovering the brand, this new era of Lacoste is definitely worth exploring. It's a testament to the power of evolution, proving that even the most iconic brands can reinvent themselves while staying true to their core identity.
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