Lacoste Launches Fresh Face Line at Bread & Butter

At the Spring/Summer 2009 edition of Bread & Butter in Barcelona, LACOSTE will unveil a new line aimed at a younger, more fashion-alert consumer. Dubbed ‘Red!', the line features a tweaked iconic crocodile logo: while the standard logo has the crocodile sitting atop the letters LACOSTE, this one will have the crocodile leading the letters and punctuated in between with a red exclamation point.

Creative Director Christophe Lemaire chose two themes to launch this fresh line, Chelsea and Charing Cross. ‘The first theme is very 60s, very trendy, very clean and very fitted. The Mods meet Mary Quant,' says Lemaire. ‘The second is a bit more street golf with funky Warhol pop colours and musical references from the 60s and 80s early hip hop.'

Slim-fit cuts are the rule rather than the exception in the ‘Red!' line. Even the classic polo for guys gets revamped with a smaller collar, a narrower placket with two buttons, and an extended tail. There is also a fresh take on the iconic Mods ‘monkey jacket' and slim-fit shirts in gingham checks worn under a sweatshirt cardigan in piqué jersey.

For girls, the polo is recast as a boyfriend fit in tangy colours with contrasting ribbing on collar, sleeve and breast pocket, as well as a longer placket that offers a seductive neckline. There is a short, fitted biker blouson that pairs well with Bermudas in stretch satin. A nylon blouson in window-pane checks that folds away into its right pocket for carry and convenience rounds out this line.

The photos above are taken from the ad campaign and catalogue for the LACOSTE ‘Red!' line, which was photographed by Terry Richardson.