Lacoste’s latest campaign for its fall 2025 collection, Lacoste Icons, pays homage to the brand’s roots since its founding in 1933. Drawing inspiration from its deep-seated heritage in tennis, it has been reinterpreted for the modern day with a sophisticated twist.
The three pillars of the brand represented in the visual language are the Lacoste crocodile, tennis ball and tennis racket. The crocodile was the nickname of French tennis player and founder René Lacoste; the name came from the courage and determination he had on court. Wearing Lacoste means being daring — standing out and moving forward decisively.
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Lacoste style L6071S in transparent yellow.
The tennis ball symbolizes the founder’s innovative spirit in designing the damper tennis ball machines, which is woven through the brand’s never-ending evolution and pursuit of tech. The tennis racket symbolizes the intersection of fashion and sports with the brand’s athletic heritage, merging aesthetics and functionality.
The optical and sunglasses concept was first derived from fashion-forward frames seen at Lacoste’s spring 2025 fashion show by Pelagia Kolotouros, creative director of Lacoste. The brand has launched a more commercialized version of the model that is elegant, bold and a fresh take on classic silhouettes.
Designed for both men and women, the L6071S sunglasses in acetate feature a modified rectangular front that’s been sculpted to create a faceted effect. Its temple boasts a custom core wire and metal tips engraved with all of Lacoste’s motifs of the crocodile, tennis ball and tennis racket and offered in dark Havana for the latest campaign alongside black, transparent grey and transparent yellow. For men’s optical, the L4003 frame has a similarly bold modified rectangular front crafted from acetate with metal details throughout. Available in transparent dark green, transparent brown, black and Havana hues, the custom core wire on the temple features engraved details and the signature Lacoste crocodile brand emblem.