Clebrating of heritage and modernity, Lacoste’s 2025 global campaign “Play with Icons” recasts its most timeless pieces in a tableau of myth, movement, and magnetism. Uniting style and storytelling, the Maison taps into the chemistry between five charismatic ambassadors and its most iconic designs, transforming classics into living legends.
Photographed by Tyler Mitchell, whose lens brings painterly precision and youth-fuelled cultural flair, the campaign unfolds through stylized stills and slow-motion films. With dreamy set design by Poppy Bartlett and styling by Imruh Asha, each visual feels like a modern fresco — fluid, saturated, and wittily surreal. French composer Émile Sornin’s playful score adds whimsy to each fashion vignette, amplifying Lacoste’s creative reawakening.
The undisputed showstopper? Novak Djokovic as the “King of the Court.” Draped in a golden tennis net reimagined as a cape, Djokovic commands the scene in Lacoste’s off-white polo — a sartorial crown jewel. The image is a regal ode to his GOAT status and to the polo shirt that has long reigned as a symbol of both sport and sophistication. It’s Lacoste at its most mythic.
Other campaign moments include Adèle Exarchopoulos transforming the Lenglen bag into a pleated skirt — a wink to tennis couture — and Venus Williams, majestic in sculptural pleats, holding a pearlescent tennis ball like a talisman. Wang Yibo, meanwhile, is showered with bouquets crafted from polos, a surreal homage to global idol worship. And Pierre Niney, lounging in signature green, brings minimalist wit to Lacoste’s crocodile emblem.
Playful, potent, and fashion-forward, “Play with Icons” bridges eras, cultures, and attitudes — reminding us that Lacoste’s icons don’t just endure; they evolve.
