"Elegance is the balance between proportion, emotion and surprise" Valentino

Saturday, January 1, 2011


Briefing: Jean-Paul Gaultier is no longer the AD of Hermès (let's say unfortunately) and Christophe Lemaire took the job, so Felipe Oliveira Baptista was appointed as Lacoste's AD to replace him. All this in the past six months circa.

So, now it's time for the newcomers to show us what they're capable of.

No news from Hermès still, but we have the new Lacoste ad campaign.

There it is:

A smiling Liya Kebede and Anja Rubik pose for Mert&Marcus wearing the classic Lacoste t-shirt over a sequin dress.There's also a male version of the ad with Tom Ford's favorite Jon Kortajarena and Noah Mills wearing tees on a suit. The title is "Unconventional chic" and we expected something similar.

All this glamor to brush up the brand's image, not a reference of chic of any kind.

But, honestly, I'm under the impression they're trying too hard. A classic Lacoste polo shirt is always a polo shirt and by no means you can wear it over a sequin dress or a suit.
(I know it's just a commercial strategy to catch customers' attention and no one is telling us to go to Le Baron with a polo on our dress, but whatever, it's overkill).

I admire Baptista's work, V Magazine recently puts it among the rising young talents and I totally agree with that, so I have no doubt he will do a great job at Lacoste's.
But Lacoste is not Valentino and never will be, so, please, put those tees in the right place!

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