The 2025 Lacoste Global Campaign Is a Fusion of Legacy,

Art and Charisma

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Building on the momentum of the PLAY BIG campaign, Lacoste unveils its latest global campaign, Play With Icons—a 2025 vision that reimagines signature pieces through personal style and creative identity.

Photographed by Tyler Mitchell and styled by Imruh Asha, the campaign features five international ambassadors and blends fashion and cinematic visuals with storytelling. Created with creative agency BETC, it’s a modern tribute to the brand’s heritage and those who redefine it.

A standout moment sees French Actress Adèle Exarchopoulos turns heads by transforming the new Lenglen bag into a pleated skirt. It’s a playful nod to Lacoste’s tennis legacy, a trompe-l’œil, reinterpreted with effortless French elegance and individuality.

Lacoste's 2025 global campaign Play With Icons

In another striking image, Venus Williams stands sculptural and statuesque in a pleated silhouette. Holding a pearl-sheen tennis ball, she channels a magnetic poise, both muse and myth, embodying Lacoste’s mastery of movement, form, and finesse. It’s a a moment that speaks to innovation in texture, structure, and narrative.

Novak Djokovic, synonymous with tennis greatness, emerges as a modern monarch off the court. Dressed in Lacoste’s signature off-white polo, with a golden tennis net reimagined as a regal cape, he becomes a symbol of mastery. He honours both his legacy and the timeless allure of the Lacoste polo, a garment that remains central to the brand’s iconography.

French actor Pierre Niney brings a playful yet polished energy to the campaign. Dressed head-to-toe in monochrome green, he reclines on a sofa subtly sculpted to mimic a crocodile’s tail. His pose blurs the line between man and emblem, in a scene that’s minimalist, quietly ironic, and unmistakably Lacoste.

Finally, Wang Yibo, the global phenomenon from China, steps into the spotlight to receive bouquets crafted entirely from folded Lacoste polos in various shades of blue. The striking scene highlights his signature charisma and worldwide appeal, while paying tribute to the versatility and timeless design of the Lacoste polo, reimagined here as both fashion and art.

Together, these moments redefine Lacoste’s visual language, offering more than just style—they portray modern fashion myths rooted in individuality and creative expression. Play With Icons is more than a campaign; it’s a cultural call to reinterpret the classics in ways that feel personal, fearless, and alive.

With this new chapter, Lacoste reaffirms that true icons aren’t simply inherited, they’re created, reimagined, and worn with intention.

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