PLAYING WITH YOUR CREW
Since 1933, the Lacoste polo shirt has transcended generations. In a new global campaign, the iconic polo is worn by seven brand ambassadors photographed with their entourage in five cities by seven photographers.
They express what’s important for them in the “We Play Collective” campaign, which was unveiled in Thailand on the occasion of the launch of the online store, Lacoste.co.th.
American rapper A$AP Nast defines his collective as the people he makes the most of life with, and he is seen enjoying a good time with his crew in Los Angeles.
A native of Hawaii, Evan Mock says his collective is his close family. The actor, model and surfer is joined by his siblings in the photo shoot in New York City.
Likewise, South Korean fashion designer and Berlin resident Peggy Gou points to family and close friends as her collective.
For Sonny Hall, a collective represents understanding and what allows you to stay connected. In the campaign, the model, poet and art director represents the authentic British boy hanging out with his crew in London.
In Paris, French actresses Louise Bourgoin and Mélanie Thierry and dancer Salif Gueye are the other three brand ambassadors featured in the new campaign.
The signature crocodile was initially embroidered on blazers of René Lacoste, who shortened the sleeves of a tennis shirt to create the polo shirt.
In 1933, the French tennis legend, nicknamed The Crocodile, and André Gillier founded Lacoste, which became the first brand to feature a logo on its clothing.
Today, the range has expanded to sneakers, leather products, accessories, fragrances and other items that can be purchased online, following the launch of the digital flagship store by its Thai distributor ICC International.