For Spring-Summer 2022, Lacoste unveiled its new tone of voice with several unexpected encounters. With this campaign, the brand, using its iconic pieces as a starting point, went in a new direction, fresh and full of spirit.
The next chapter? An impromptu meeting between new brand ambassador, tennis champion and entrepreneur, Venus Williams, and a young Lacoste fan (played by Saniyya Sidney, who memorably starred as a young Venus in the Academy Award- winning film, King Richard).
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For Fall-Winter 2022 2023, a white Lacoste jacket forgotten in a corner store brings the young teenager face-to-face with its unexpected owner, Venus Williams. In a moment of joyful complicity, the two realize they have the same piece of clothing bearing the lacoste crocodile. This connection ignites a dancing battle.
Inspired by Venus Williams’ iconic courtside dancing, the two women playfully move their own ways, using their common jacket as a piece of unique expression.
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