Icons of the Game

The world of sports fashion changes fast and Lacoste had found themselves disconnected with the Gen Z European audience looking for something more relevant to the street. The challenge was to launch the AW18 collection embracing the iconic brand aesthetic and it’s rich tennis heritage appeal in a way that was relevant to this new audience shopping in Footlocker or JD Sports.

Working with Mark Peckmezian, a master of spontaneity and uncontrived fashion portraiture, we cast extensively to find the right attitude and bring a bit of cheek and irreverence to the brand through bite size social edits. The racquet ball courts of LA would have provided the ideal urban tennis environment but the budget did not allow, so we commissioned an ambitious set build in a derelict recreation ground near Limehouse, east London.