Lacoste Celebrates New Flagship Store in London

French sportswear brand Lacoste recently opened a new flagship store on Regent Street in London. The new store replaces the previous flagship in Knightsbridge and spans two floors with 9,700 square feet of space, featuring 4,000 pieces on display. The brand celebrated the launch with an immersive event that took guests on a journey to an underground playground engulfed with projections and lasers. The evening included a surprise performance by Bugzy Malone and was attended by friends and family of the brand, including Wilfried Zaha, Jordon Wifi, CKTRL, and Hana Martin.

Catherine Spindler, deputy chief executive officer of Lacoste, said in a statement, “For us, this opening is a strong signal to our international aficionados. As we did with Lacoste Arena in Paris, 182 Regent Street reflects our ambition to reinvent the customer experience, offering our communities unique experiences in exceptional and unifying locations.”

Lacoste’s new flagship store pays homage to the brand’s connection to tennis and features a unique Polo wall in the center of the store. The store offers a wide range of men’s and women’s tennis, golf, fitness, and lifestyle apparel and footwear. In addition, the brand offers custom clothing with unique colors, monograms, and silhouettes.

Regent Street is a historic street in London, known for its shopping, entertainment, and cultural events. The new flagship store is in a prestigious location, surrounded by other flagship brands. The store’s opening comes as Lacoste celebrates its 90th anniversary.

Embodying the brand’s unique spirit, Lacoste’s new flagship store is now open to the public. The store offers a reinvented customer experience, reflecting the brand’s ambition to provide its communities with exceptional and unifying experiences in prime locations.

Lacoste Announces New Creative Design Director

Lacoste recently announced that Pelagia Kolotouros will be taking over as its new Creative Design Director [1][2], replacing outgoing Creative Director Louise Trotter who left after nearly four years in the role [3]. Kolotouros is an experienced fashion designer and has previously worked with brands such as Balmain, Balenciaga, and Chloé. She will be responsible for overseeing the creative studio and creating collections that reflect Lacoste’s signature style. She will also be working closely with the design team to ensure that each collection is fresh and modern, while still staying true to the brand’s core aesthetic.

1. Lacoste Introduces Pelagia Kolotouros as Its New Creative Design …

2. Lacoste New Creative Director Pelagia Kolotouros | Hypebae

3. Lacoste creative director to exit company after four years

Lacoste’s former creative director Louise Trotter left her position recently after a four-year tenure. She is leaving to pursue other opportunities. It is speculated that her departure is due to the brand’s shift to a ‘collaborative studio model’ and the fact that Lacoste has not staged a runway show since 2021 

Lacoste Releases New L005 Tennis Shoe

Verge Magazine UK has an update on the release of Lacoste‘s new L005 tennis shoe:

Introducing Lacoste’s L005, the latest addition to the dynamic L family. A fresh addition to the L family, and the new little sibling of the adored L001 shoe, the L005 re-contextualises tennis codes for a contemporary consumer. The L005 highlights Lacoste’s commitment to constantly updating and reworking its icons; playing with brand signatures in the constant pursuit of creativity.

The shoe is retro in style but contemporary in mood, appealing to a youthful audience who do not like to be defined. This is a truly new vision of tennis for the younger market; a collision of court codes united to form a strikingly stylish shoe.

The shoe is available now priced around $100.  Read more at Verge Magazine.

If you are worried about whether your Lacoste shoe is counterfeit, read our article on detecting fake Lacoste sneakers.

Lacoste Official Sponsor for Season 5 of the Hit TV Show Street Dance of China

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

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.

PETA Charges Lacoste With Using Inhumanely Sourced Duck Down

Peta DucksPETA Australia has charged Lacoste and other brands of using inhumanely sourced down feathers from Vietnam. According to PETA Australia:

Investigative footage of Vietnam’s down industry shows a worker stabbing conscious ducks in the neck and workers cutting the legs off live, struggling birds. Their feathers were later sold to brands as “responsibly sourced”. Companies like H&M, Gap Inc, Lacoste, and Guess were all identified as recipients of down from the RDS-certified suppliers investigated by PETA Asia, and all obtain feathers from Vietnam.

You can see some pretty graphic video of the animal abuse on the PETA site. Previously, Lacoste was accused of using inhumanely sourced mohair, but agreed to stop using it. We can expect the same to happen with down feathers.

More coverage at Women’s Wear Daily.