Lacoste stands out as one of the select sportswear brands originating from France—a nation predominantly known for high fashion rather than athletic attire.
Founded in 1933 by trailblazing tennis star René Lacoste—when sports figures rarely launched their own brands—the brand gained worldwide recognition through its easily identifiable crocodile emblem. This iconic symbol stemmed from a moniker bestowed upon Lacoste by American press.
In recent times, the label—which belongs to the Swiss holding firm Maus Frères—has been stirring things up by presenting runway shows during Paris Fashion Week .
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The latest event showcasing Lacoste’s autumn/winter 2025 collection took place on March 9. It attracted notable attendees such as two-time Academy Award victor Adrien Brody, renowned actress Claire Danes, and professional tennis star Venus Williams, all of whom were seated at the front row to witness the third presentation under the guidance of creative director Pelagia Kolotouros.
Kolotouros, who grew up in New York and has held positions at renowned companies like Adidas, The North Face, and Calvin Klein, has extensive knowledge of both streetwear and athletic apparel.
A day ahead of the autumn/winter 2025 showcase, she carved out moments between fittings and rehearsals to engage in a conversation.
What was your initial task when you started at Lacoste two years ago?
Outside Paris lies a factory that Lacoste established way back in 1933. Despite standing tall after more than nine decades, this facility has expanded significantly over time. Returning to such an original site offers valuable insights into shaping future projects and uncovering the core identity of the brand. Therefore, visiting the factory and interacting with longtime employees—those who've worked there for two or three decades—is crucial. Engaging with these individuals helps capture the true spirit of the company.
Was there something you found that genuinely astonished you?
The initial depiction of the crocodile shows one that differs significantly from the version currently featured in their collection. The original rendition, created by Robert George—a friend of Lacoste and accomplished illustrator—presents a smaller creature with a distinct form. Today’s iteration, which is larger and more uniquely shaped, serves as the model for all subsequent runway collections.
How have your personal background and experiences contributed to what you brought to Lacoste?
You might consider doing this gradually since Lacoste has been established for over nine decades, which means it boasts a dedicated fan base. It’s crucial not to push away those who have remained faithful to the brand. When discussing Lacoste with any French individual, they often share deeply personal stories—these tales can be quite touching. The brand holds significant cultural value here. Thus, your challenge lies in appealing to these consumers while simultaneously welcoming new audiences from various backgrounds globally. Making it more international and inclusive would be key.
What about the sport of tennis, which has an inseparable connection with Lacoste?
Tennis embodies both function and sophistication. You can adopt specific aspects of tennis and continually reinterpret them.
How would you describe the primary distinction between French and American sportswear?
It stems from cultural differences. French society exhibits greater sophistication compared to American culture. This manifests as a natural sort of gracefulness. Having lived here for merely two years, I've noticed this firsthand—simply observing passersby on the streets reveals it. The essence of this finesse permeates their architectural designs and daily activities; there’s an inherent elegance present. Fashion garners considerable admiration and reverence here that you wouldn’t find in the U.S. Working as a fashion designer here feels akin to achieving celebrity status.
How does a fashion show contribute to a brand such as Lacoste?
This presents a chance to consolidate all elements under one roof and effectively demonstrate the essence of the brand since seeing it scattered across stores, magazines, and Instagram doesn’t allow for complete oversight or cohesive presentation. Here, immersion is total as we craft an entire experience—be it through the soundtrack, stage setup, clothing designs—all personally curated by me. This lets us build more than just fashion pieces; instead, it’s about inviting others to enter our created universe.
Could you provide additional details regarding the autumn/winter 2025 collection?
I was examining Lacoste’s social circle, but my main interest lay with Rene’s community. His life has been thoroughly chronicled due to his dual roles as both a renowned tennis player and fashion icon—he was the first Frenchman to claim victory in the Davis Cup—making him akin to a rockstar during his era. One striking photograph captures him sitting inside his vehicle surrounded by an enthusiastic crowd attempting to catch a glimpse of him; fans reaching out to touch the car. That scene remains etched in my memory.
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The article initially appeared on the South ChinaMorning Post (www.scmp.com), which serves as the premier source for news coverage of China andAsia.
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