Lacoste introduced at TFWA Word Exhibition 2014 in Cannes its new lines of travel retail products that inspired the new campaign “Life Is A Beautiful Sport”.
Life is a playground for those who live “beautifully”. Lacoste’s motto “Life is a beautiful sport” embodies a new era of the brand after its 80th anniversary. The brand with the crocodile had to to reinvent a new vision of its core values: authenticity, performance, elegance and the “Lacoste spirit,” a mixture of sport and relaxation. The new collection was introduced at TFWA WE 2014 in Cannes.
High above the city line
The Lacoste fashionable clothing enables confidence and ease by always adapting to an ever-changing and challenging life. “Life is a Beautiful Sport” promotes optimism and courage staged in Jacob Sutton’s posters. They poetically portray men and women elegantly proceeding “above” the city line and life’s tribulations, sporting clothes or bags in a relaxed way, although confronted with challenges.
Always higher in elegance
During TFWA in Cannes, the brand highlighted its inflight exclusive accessories, the “Gold Inflight offer”, launched in July 2014 and presented for the first time the “Platinum Inflight Offer”.
The “Gold offer” provides a colorful assortment of iconic accessories. This collection includes the classic best-selling leather reversible belt for men and two offers inspired by the famous L.12.12 polo shirt: the L.12.12 concept bag for women and a unique presentation of the L.12.12 belts in a gift box, both items in red and navy blue colors.
The “Platinum offer” introduces a premium textile and leather accessories assortment including the unisex scarf designed from light and noble textile.
The Chantaco leather clutch bag combines with elegance the famous piqué of the Chantaco bags and the convenience of a travel accessory. Both collections provide the convenience of a travel accessory, while mirroring the heritage and premium aspects of the brand.
Chantaco, in line with Golf
For the Fall-Winter 2014 season, the brand renews its historic line of L.12.12 bags to offer a new luxury line of leather goods: the Chantaco, to wear as much during cocktails than a golf tournament.
The Chantaco Golf Course, created in 1928 in Saint-Jean-de-Luz, was the favorite playground of champion golfer Simone Thion de la Chaume, René’s wife.
The course has inspired an elegant collection of leather goods, combining the piqué of a golf ball and the L.12.12 casual chic style, steeped in the spirit of the sport’s heritage elegance, yet tailored for today’s adventures.
Sport-inspired stylish watch
L.12.12 was René Lacoste’s code name for his iconic polo designed in 1933. The emblematic polo shirt is now turned into a watch collection: the Lacoste.12.12 is a new sport-inspired watch, in various colors, designed to suit any lifestyle, mood or occasion.
The legend was born in 1933, when René Lacoste revolutionized tennis men fashion with his classic, iconic L.12.12 polo shirt. 80 years after its creation, Lacoste has become a «lifestyle» brand which allies elegance and comfort. The brand with the Crocodile offers a wide collection of apparel for women, men and children, footwear, fragrances, leather goods, eyewear, watches, belts, home textiles, and fashion jewelry.
Clic on pictures to enlarge – ©Lacoste – Jacob Sutton