Lacoste stands out as one of the select sports apparel brands originating from France, a nation predominantly recognized for high fashion rather than athletic clothing.
Founded in 1933 by trailblazing tennis player René Lacoste—who was ahead of his time with athletes starting their own brands—the brand gained worldwide recognition through its easily identifiable crocodile emblem. This iconic symbol stemmed from a moniker coined for Lacoste by American press.
In recent times, the label—which belongs to Maus Frères, a Swiss conglomerate—has been stirring things up by hosting runway presentations. Paris Fashion Week .
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The latest event showcasing Lacoste’s autumn/winter 2025 lineup took place on March 9 with notable attendees including two-time Academy Award winner Adrien Brody, actress Claire Danes, and tennis star Venus Williams, who were among those seated at the front row for this season’s offering crafted under the direction of creative director Pelagia Kolotouros.
Born and raised in New York, Kolotouros, with his experience at companies like Adidas, The North Face, and Calvin Klein, has gained considerable expertise in streetwear and athletic clothing.
A day ahead of the autumn/winter 2025 showcase, she carved out moments between fittings and rehearsals to engage in a conversation.
What was your initial task when you started at Lacoste two years ago?
Outside Paris lies a factory that Lacoste established way back in 1933. Despite standing strong after more than nine decades, this facility has significantly expanded since its inception. Returning to such an original site offers valuable insights into shaping future endeavors and unveils the core identity of the company. Therefore, visiting the plant and interacting with long-term employees—those who've dedicated 20 or even 30 years to their work—is crucial. Engaging with these individuals helps capture the true spirit of the brand.
Was there something you found that genuinely astonished you?
The initial depiction of the crocodile shows a creature distinct from the one currently featured in their collection. This modern version is larger with a varied form compared to the original rendition created by Robert George, who was both an illustrator and an artist, and a pal of Lacoste. The updated design is what appears in all subsequent runway collections.
How have you contributed to Lacoste through your personal history and experiences?
You might consider doing this gradually since Lacoste has existed for over 90 years and enjoys significant loyalty from its fanbase. Alienating long-time supporters would be detrimental. Each French individual I've spoken with regarding Lacoste shares personal anecdotes—these stories are incredibly touching. The brand holds a revered status akin to a national treasure here. Thus, the challenge lies in appealing to these consumers while simultaneously welcoming new audiences globally. Making it more international and inclusive should be key.
What about the sport of tennis, which has an inseparable connection with Lacoste?
Tennis embodies both function and grace. You can adopt specific aspects of tennis and continually reinterpret them.
How would you describe the primary distinction between French and American sportswear?
It’s deeply rooted in the culture. The level of sophistication in France surpasses what you typically find in American society. This finesse comes across as natural and elegant. Having been here for merely two years, I’ve noticed this firsthand when observing passersby on the streets. From their buildings to their daily actions, there is a inherent grace present everywhere. Here, there is a genuine admiration and reverence for style that doesn’t quite match up back home. Working as a fashion designer over here feels akin to achieving celebrity status.
How does a fashion show contribute to the image of a brand such as Lacoste?
This presents a chance to consolidate all elements under one roof and effectively demonstrate the essence of the brand since, when displayed in stores, magazines, or on platforms like Instagram, your creative direction can become fragmented. Here, you're fully immersed in crafting an entire experience—be it through the soundtrack, stage setup, or clothing designs—all personally curated by me. This allows for more than just showcasing garments; instead, it invites others to enter this carefully constructed universe.
Provide further details about the autumn/winter 2025 collection.
I was examining Lacoste’s social circles, but my main interest lay with Rene's group. His life has been extensively chronicled due to his status as both a renowned tennis player and fashion icon; notably, being the first French individual to claim victory in the Davis Cup made him akin to a celebrity idol during his era. One striking photograph captures this vividly: He is inside his vehicle while an enthusiastic crowd surrounds it, reaching out to catch a glimpse of him. That scene remains etched in my memory.
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