Lacoste Spring 2014 Campaign
Crocodile-fronted clothing label Lacoste turns life into sport with its latest collection. The spring 2014 line fuses the brand’s rich heritage with competitive spirit.
Each item of clothing in the new collection has been designed to allow men and women to feel free in their mind and bodies.
“It’s life, it’s movement, it’s joy, it’s optimism, it’s sport, it’s fair play,” said chief executive officer, José Luis Duran.
The ‘life is a beautiful sport’ campaign features a video, which premiered in France during the Winter Olympics Opening Ceremony. The short movie, directed by Cannes award-winning Seb Edwards, sees a man about to risk it all to win the game of his life, set to a soundtrack of Disclosure and Eliza Doolittle.
The campaign images were shot in New York by Bath born Vogue and New York Times contributor, Jacob Sutton. The images feature models Kati Nescher and Roch Barbot towering over urban landscapes dressed head to toe in the new offering.
Lacoste, who is the official outfitter of the French Olympic team, has delivered relaxed elegance since 1933, and stays true to its authentic roots in sports.
In the 114 countries where the brand is present, a Lacoste product is sold every second.
The film will be broadcast globally from March, a 60-second snippet is available now.