DAO Insights reports that Lacoste has become the official sponsor for season 5 of the hit TV show Street Dance of China. In DAO’s words:
French high-end sportswear brand Lacoste has tapped into the growing appetite for street dancing amongst China’s Gen Z by becoming an official sponsor for season 5 of the hit TV show Street Dance of China.
The vernacular dance style has grown into a craved subculture in China, drawing in an average of 5 million to cut their teeth into the activity every year, with teens being the main consumers.
The shrewd move allows Lacoste to rejuvenise [sic] its brand image and win over the lucrative young generation of consumers.
Street Dancing is increasingly popular among Chinese teenagers, particularly in major cities, and the sponsorship is seen as a way for Lacoste to develop a more youthful “street style” image in the Chinese market. While Lacoste has been seen as a premium brand in China since it arrived in 1984, its association with golf and tennis has given it an association with an older demographic which has hurt it with younger Chinese consumers.
More details on the new sponsorship and Lacoste’s attempt to attract younger Chinese customers at DAO Insights.
Update: The collection has now dropped, and is available at the Lacoste Store.
Update: Lifestyle Asia notes that “this collection has been made with all recycled and sustainable materials. The polyester of the bags is recycled and the organic cotton and rubber used in the polos and footwear have been certified sustainable.”
Continuing in a series of collaborations released this year, Lacoste is now collaborating on a new Econ-friendly line with National Geographic. GQ UK reports:
“it’s the National Geographic Photo Ark project which forms the central aesthetic lynchpin for this new collection. Led by award-winning photographer and National Geographic Fellow Joel Sartore, the project aims to photograph every single living creature in the world’s zoos, aquariums and nature reserves.
Focusing on four of the key animals in Sartore’s 10,500-species-strong archive – the Grévy’s Zebra (Equus grevyi), the Green and Black Poison Dart Frog (Dendrobates auratus), the Halloween Pennant Dragonfly (Celithemis eponina) and the Jaguar (Panthera onca) – the collection is a high colour celebration of, in the words of Lacoste “the diversity and splendour of the animal kingdom.”
The resulting clothes are an energetic antidote to the all-too-grey flatness of this second lockdown. There’s a puffy electric cobalt parka finished with the splattered markings of the frog, there are scarlet T-shirts with crocodile scales and there’s a series of classic Lacoste polo shirts (the garment with which the tennis-focused brand made its name) covered with exploded rosettes of the jaguar.
Lacoste x National Geographic consists of a wide range of sweatshirts and polo shirts. Accessories such as sunglasses, sneakers, bags and even underwear. The classic T-shirts in red and navy blue are proposed with the logo of the crocodile printed on the various motives. The iconic polo comes in a striking all-over print of jaguar, zebra or frog. In addition, they’ve launched a set of reversible padded jackets as a nod to the animals’ ability to blend in. Each of these garments is reminiscent of National Geographic with subtle details in yellow.
Lacoste premiered its Spring 2021 Ready To Wear Collection this week. It continues Lacoste’s recent emphasis on “street style” and re-casting designs from Lacoste’s long history. Overall, the coverage is positive, although as a commercial proposition it doesn’t really matter, since the collection will have a limited release. Here’s a quick round-up of the coverage.
Vogue, after noting Louise Trotter’s comments on the difficulty of working in a time of Covid-19, reports:
Most of the clothing has an athleisure aspect—a nod to the brand’s heritage on the tennis court and off it, the designer explains—and made from a combination of existing fabrics, vintage and archive pieces, and embroideries by the couture house Maison Lemarié. Vintage track jackets became trousers or were spliced together into chic trenches, the sort of hybridization that streetwear acolytes will be familiar with.
HypeBae focuses on the vintage feel of the collection:
For the Spring/Summer 2021 season, Lacoste‘s creative director Louise Trotter has unveiled a range of items made using deadstock designs from the brand’s archive. Showcased through a lookbook featuring street-cast models in the city of Paris, the SS21 collection fuses vintage pieces with new creations through upcycling.
Titled “#CrocCouture,” the new lineup marks the French label’s first attempt at marrying haute couture with sportswear.
Lastly, High Snobiety focuses on the re-working of the Crocodile logo:
Lacoste’s creative director Louise Trotter has reworked the label’s iconic crocodile logo across a range of exaggerated and abbreviated classics for the SS21 collection, limited to 200 pieces worldwide.
Code-named “Croc-couture,” Lacoste invited embroidery and feather specialists Lemarié to add some savoir-faire to the sporting apparel resulting in cream sweatshirts and oversized white piqué polo shirts embroidered with geometric crocodile appliqué made from vintage jacquard labels.
The collection is now live at the Lacoste Store! Also, at a few other select retailers like TrendyGolfUSA.com.
Lacoste has announced a new collaboration with Chinatown Market that will be available on September 7th for purchase. Booska-p.com notes that if you missed the 2018 Hypefest collaboration between the brands, now’s your chance:
Today, Lacoste and Chinatown Market are coming together again for a daring collection in which the crocodile logo is revisited in an XXL version on t-shirts and polo shirts . Perfectly part of the current trend, the line focuses on pastel colors and oversized looks. A black hoodie completes this capsule collection alongside retro short-sleeved shirts.
Here’s the Youtube video highlighting the collaboration:
HypeBeast has more coverage of what they call a “logo heavy” collection:
Since launching four years ago, Chinatown Market has become renowned globally for its nostalgic products, ranging from apparel and sneakers, to basketballs, rugs and collectibles.
Now teaming up with Lacoste, the pair have unveiled the famous crocodile logo in an oversized version on a T-shirt, as well as embroidered in different colours on sweatshirts and caps. The collection also includes two pastel-colored polo shirts and a jet-black hoodie, both of which also feature a co-branded iteration of the Lacoste logo.
More coverage from Fashion United UK who state that “A leader in the streetwear realm, Chinatown Market brings its unique and bold aesthetic to Lacoste’s sporty aesthetic,” and that “this new collaboration marks the first time Lacoste and Chinatown Market have designed a collection together.” Meanwhile, sister-site Fashion United India writes:
Straight from the West Coast of the United States, Chinatown Market arrives on September 7 to shake up Lacoste’s edgy style with a new collaboration. With its casual nostalgic touch, it will inject a dose of unique boldness and streetwear air to the crocodile brand’s most creative line.
Two years after a highly successful, initial limited-edition customization collaboration in 2018, Lacoste and Chinatown Market joined forces again to design a fresh collection featuring bold new colorways and reimagined crocodile logos that smartly juxtapose the classic style of Lacoste’s signature polos, t-shirts, hats and sweatshirts with Chinatown Market’s drama and whimsy. The vibrant unisex collection includes a fierce oversized painted crocodile on t-shirts; colorful embroidered crocodiles on sweatshirts and caps; and a globe motif on short-sleeve shirts to symbolize the soaring digital rise of Chinatown Market’s ironic creations.
The Japanese site Fashion Snap has more details on how much you will be paying for these items in Japan and where they will be available:
Available at Lacoste Shibuya store, Lacoste Grand Front Osaka store, Lacoste official online store, etc. … Sweat hoodie with black crocodile logo and crossbones motif (24,000 yen), polo shirt (18,000 yen), T-shirt (12,000 yen), shoes based on Lacoste’s classic model “Carnaby” ( 20,000 yen/all tax not included). Two colors, white and black, are prepared for each item.
Read more at Fashion Snap. Meanwhile, Esquire heralds Mastermind for making the polo cool again:
It has to be said: The piqué polo is no longer as cool as it was back in the 2000s. Right now, menswear is (still) all about oversize Cuban collar shirts, full-on long-sleeved shirts, and even simple tees. But, leave it up to a Japanese label to make a piqué acceptable.
Lacoste and Mastermind JAPAN are collaborating on a new “Underground Tennis” collection. According to HypeBeast:
Founded in 1997 by Masaaki Honma, mastermind JAPAN is known for its eye-catching designs and its instantly-recognisable skull logo. This collection offers a more monotone outlook from the Japanese brand however, and merges it with Lacoste’s penchant for sporty aesthetics.
Consisting of a hoodie, polo shirt, T-shirt and a pair of sneakers, the black and white shades throughout the collection results in a premium feel. Lacoste’s crocodile logo comes in a special black specification, while the Japanese brand’s crossbone motif appears on the back of each item.
The collection launches on August 21, and will be available in Lacoste Japan’s online store. Read more at HypeBeast.