Lacoste is undergoing a major marketing makeover: the French label is pushing the boundaries of design in order to receive more recognition as an innovator, instead of just a go-to for tennis whites. This season’s collection was one of Lacoste’s best ever and marked the start of a new, more fashion forward era. Felipe Oliveira Baptista went back to Lacoste’s historic roots in sportswear, but reinvented every code for a more dynamic and elevated take. Tennis inspiration might seem like a record on replay for the brand, but Babtista looked at the sport with a fresh perspective and quite literally “upped his game.” The alluring mix of high and low end- imagined as luxe coats draped over tracksuits and athletic striped minis cut on the bias- represented Lacoste’s updated street chic aesthetic that have fashion insiders swooning. Preppy tees inscribed with tongue and cheek quotes such as “René Did it First” and “Tennis Anyone?” are sure to be must-have items spotted on every urban it-girl once they hit stores. Also, they reminded us of the tremendous impact on fashion that founder, René Lacoste, had on fashion and the joy of the sporting life Lacoste embodies. I predict great things for Lacoste and can’t wait to see what Babtista has in his bag of tricks…

AS