Rugged outdoor and sporty brands have embraced the urban marketplace -and the millions of customers looking for inspired everyday wear-years before the so-called athleisure phenom got coined...but now the pile-on for those consumers is ginormous...thanks in part to new ways of selling to that audience, collabs with the fab, and getting the buzz out.
We/ve been to enough trade shows over the years, previewing the wares (wears) of apparel/accessories/footwear brands...looking to extend their company logos beyond the items worn by the much fewer in numbers, elite high performance bunch...with mixed feelings on-and about- if they succeeded in the fashion realm with a lot of the offerings. When it comes to previewing Lacoste though, no doubts ever come to mind from this original performance brand...that over the DECADES has refined its sportif chic MO into a cohesive editorial vision for its many assets/licenses... like the other great giants of the fashion industry in general (i.e. Calvin Klein...great interview by WWD...highlights the many facets of that label-including the advertising, home division etc -done in-house).
Tip for those outdoor brands looking to make sales in a city world...where the overwhelming population of consumers live (and thus will probably never scale Mt. Everest, ski off-piste, or need techy loaded gear)...start with a macro vision that goes beyond the usual travel destinations...and get inspired by visuals from elsewhere AND have a creative director or team that articulates that vision with an actual runway show...or a metaphoric one...of deluxe separates that translate 'down' into everything with that label/logo. This year Lacoste's creative director Felipe Oliveira Baptista went back to the future with refs to the 1991 video game SkiFree created by Chris Pirih(official website link) emblazoned on dapper urban-worthy coats, slick shiny rainwear, streetwear styles, and sporty tops/bottoms made from gym worth materials,
functional design details add some snazzy elements...zips at bottom allow ez on -off winter boots-zipped up slims down the look----and gives some edge when left unzipped
functional details...including zip-off option on the men's coat...and slick rain poncho (left) with drawstring waist, big over-sized zipped side pockets, and attached hood.zipper down -flattering collar.
classic coat
love this-tulip snapped hem...oversized weather coat takes challenges the domination of the classic trench...
-a fav women's look...reminds us of what Norma Kamali started back in the 1980s...taking iconic utilitarian sweatshirt...and making fashionable separates with comfort.
Shetland bomber style-contrast v shaped stitching is interesting
animal print-with military bomber silhouette...the waist hem -blouson shape, hood which has an epaulet look when not buckled in...a cool look-and a very warm jacket
men's looks had a lot of streetwear-Lacoste style-including popular jogger with side stripe
another warm swimming over sweater/jacket hybrid...
EASY to why we love Lacoste-that and the fact that we can still wear those coveted polos from middle school...cause they are made well and never go out of style.
