Lacoste’s new global brand campaign for 2025, ‘Play with Icons, ‘ is spotlighting the timeless pieces that define the Maison and the bold personalities who wear them. Building on the momentum of last year’s Play Big campaign, this next chapter infuses Lacoste’s most iconic styles with artful storytelling and contemporary flair.
Shot by acclaimed photographer Tyler Mitchell with creative direction from BETC, the campaign features a series of stylized portraits and films reimagining Lacoste’s classics — like the polo, pleated skirt, and Lenglen bag — through the lens of five global ambassadors. Highlights include Novak Djokovic crowned with a golden tennis net in tribute to his GOAT status, Venus Williams emerging from sculptural pleats, and Adèle Exarchopoulos donning the Lenglen bag as a skirt in a witty fashion twist.
Each vignette fuses heritage with reinvention, capturing the unique synergy between Lacoste’s design legacy and its modern-day icons, all set to a whimsical score and presented in vivid slow-motion tableaux.
Image Credit: Lacoste
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