Lacoste, the French high end lifestyle brand with the crocodile trademark, is attempting to carve out a new, snappy (pun intended) reputation for itself by reworking its classic designs in a new and exciting campaign.
Lacoste L!ve is the rebellious arm of the Lacoste brand that targets the excitable, party-going young man. So I figured that most of us at FashionBeans – including its loyal readers – could appreciate those values. Taking influence from pop art, vintage 1970s menswear, comic books and electro pop trends, Lacoste L!ve is an explosion of bright colours, graphic stripes and fitted designs for both day and night.
The design team, inspired by artists such as Victor Vasarely and Daniel Buren; both obsessed with stripes in their work, have attempted to create a new identity for the tennis-loving French fashion house. And with 50 stand-alone stores due this year; including openings in London, Berlin and Zurich – who would bet against it being a success?
Launching this summer, the advertising campaign brings fun to fashion, inspired by a group of Parisian kids getting together and starting a party. Cast through the famous Paris nightclub ‘The Social Club’, these French kids, keeping with what we already know about Parisian style (from one of my previous articles), bring their own sense of youthful elegance to the classic Lacoste brand. For me, it promotes a sense of youthful exuberance, freedom and being brave enough to wear bold colours and to be bold with it. Take a look at the campaign video for Lacoste L!ve and see if you get a little bit excited like I did:
The collection itself is a mix of fitted polo shirts in bold, vibrant colours, strong stripes and checks teamed with turned up slim fit jeans in black, white or indigo. For me, the stand out pieces from the Lacoste L!ve collection include; a green and white polo shirt with right-angle stripe detail and a plain white v-neck jumper.
So, as a heads up for anyone afraid of a bit of colour in their wardrobe, this look may be one you should steer clear of. However, if colour is your friend then you can build outfits with complimentary tones and stunning signature pieces that will definitely make you stand out this summer.
I have put together a little look book of some of my favourite pieces from the Lacoste L!ve collection. If you have a hangover look away now:
So what do you make of the new Lacoste collection? There has been a certain stigma associated with the brand for the last decade or so, where they even flirted with the dreaded “chavvy” tag. However, this new collection is fun, bold and vibrant – much more suited to the present day fashionable male than their traditional range. But what do you think?
Let us know in the comments below…
Remember though guys, this look isn’t about who can wear the most different colours at once wins, it’s about finding colour partnerships that work, look at what colours and graphics compliment one another. A previous FashionBeans article on The Use of Colour is a good place to start if you are struggling; there are also articles on which colours in particular have made their way into the hearts of high street designers.
Have a look below at where else you can find developments on the classic polo shirt, the embracing of the full colour palette and a nod to clean lines and boldness. To quote the Lacoste L!ve manifesto, “To be worn day and night, with no moderation.”
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