it was the region around biarritz and saint-jean de luz in the southwest of france, where tennis champion rené lacoste spent much time in the 1920s and 1930s, and where sports and elegance united in an especially harmonious way. this region of basque country is also considered the country of origin of a ball game named “pelote basque“, which is regarded as the precursor of tennis. this traditional game, in which two players take turns hitting a ball against a wall, is still practiced today – traditionally in polo shirts by lacoste.
the sporty-elegant flair of the french atlantic coast of the 1930s, where lacoste’s success originated exactly 75 years ago, is also considered the source of inspiration for the latest anniversary collection for spring/summer. in a way, creative director christophe lemaire stylistically returns to the beginnings of the brand, without forgetting to look forward.
as a visible homage to founder rené lacoste, an enlarged version of the original logo is applied on polo shirts and blazers. the famous logo by the way is one of the first “cultivated“ brand symbols ever, and it was originally developed in 1927 by american robert george, a friend of lacoste’s, as a reference to his determined way of playing tennis and his nickname. the club blazer, as it used to be worn by the french founder of the company, is now reflected as a white linen blazer with a grey offset lapel. matching the blazer, a red basque waist scarf and classic twinkle-toed espadrilles are offered; also as hint to the elegant outfits of the “pelote basque” players (see above). for the ladies, there is (among other things) a feminine version of the original blazer, and a range of high-quality knitted products. the products are still manufactured in-house to meet the qualitative high expectations of fit and wearing comfort. bags, watches, shoes and perfumes finally complete the comprehensive anniversary program.
in the past as well as in the present, a pleasant sea breeze, flooded with sunlight, blows across the product portfolio of the label, which has advanced to a lifestyle provider. and above everything thrones the polo shirt by lacoste – a synonym for all the relaxed summer days that are yet to come ...