After last year’s successful “Play Big” campaign, Lacoste is back — and turning up the volume, with “Play With Icons,” a fresh take that dives into what makes the brand so timeless. This year, Lacoste doubles down on what it does best: blending sport and style through iconic pieces worn by some of the best players to step out on the court.
As Hypebae reports, “Play With Icons” bring together five of Lacoste’s global ambassadors — tennis legend Novak Djokovic, French stars Adèle Exarchopoulos and Pierre Niney, American tennis icon Venus Williams and Chinese multi-talent Wang Yibo – each paired with a specific iconic Lacoste piece, creating a modern myth for each combination. Together, they explore their personal chemistry with Lacoste’s most memorable pieces: the polo shirt, the pleated skirt, the new Lenglen bag and more.
The campaign is imagined by long-term creative partner, BETC, and the visuals, photographed by Tyler Mitchell, are bold, colorful, and fashion-forward, capturing a playful and witty spirit. The films are imagined as slow-motion tableaus, set to a playful score by French composer Émile Sornin.
One standout image is Williams, wearing the classic Lacoste pleated tennis skirt under the title ‘The Legend.’ As SI’s Serve reports, in an embodiment of Sandro Botticelli’s ‘The birth of Venus,’ Williams stands atop a structural pleated figure, looking as if she is rising like a goddess, wearing a deep purple tank and skirt set. Her hair cascades to her legs and she holds a tennis ball in one hand like it’s a pearl — an image of grace, power and athletic royalty.
Djokovic is dubbed as ‘The King of the Court’ by the campaign as he wears in the traditional Lacoste off-white polo. Styled by Imruh Asha, the former World No. 1 is dressed in a golden tennis net as a cape, along with pressed white trousers and a pair of tennis shoes. It’s a simple yet regal fit symbolizing Djokovic’s place on the tennis court, celebrating his numerous accolades alongside Lacoste’s rich history in the sport. Djokovic became the face of the brand in May 2017 after his five-year contract with Uniqlo came to an end.
As Fashion United reports, actress and style icon Adèle Exarchopoulos redefines chic with the Lenglen bag – Lacoste’s newest “it” accessory. In a clever trompe-l’œil, she wears the bag as a pleated skirt, fusing inspiration and evolution into a single witty silhouette. A visual nod to Lacoste’s tennis and high fashion heritage, remixed with a French attitude.. The bag’s shape mimics pleats, blurring the line between accessory and apparel — an effortlessly cool nod to Lacoste’s playful yet fashion-forward roots.
French actor Pierre Niney exudes understated elegance with a playful twist. Dressed in Lacoste’s signature green, he lounges on a sculptural sofa that evokes the brand’s icon. In a minimalistic and witty composition, Pierre Niney brings the emblem to life. And last but never least, actor, singer, and global phenomenon, Wang Yibo’s portrait captures his unparalleled influence and the attention he has received. He appears on stage, receiving bouquets made entirely of Lacoste polos in a gradient of blues – a fashion tribute to his stage charisma and the timeless allure of the Lacoste polo in every hue.
We should think of it as a love letter to Lacoste’s classics, reimagined through a contemporary lens. Or, as said in its press release: “Classics reinterpreted, icons recontextualized.”
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