Lacoste continues the celebrations of its 90th anniversary with its New York community, on the occasion of the inauguration of two completely redeveloped tennis courts in the Bronx district, in the presence of Venus Williams, the legendary tennis icon.

90th anniversary of Lacoste

Inauguration of two tennis courts ©Lacoste

September 9 was the opportunity to Pelagia Koloturos, Creative Director of Lacoste, to express for the first time his vision for the brand by presenting new silhouettes Lacoste worn by ambassadors and talents including Venus Williams, Irina Shayk, Devonte Hynes and Jeon Somi.

Throughout 2023, Lacoste is celebrating its 90th anniversary around the communities that are the very essence of Crocodile and traveling the world to pay tribute to them, reimagining Lacoste to the rhythm of their passions, their individuality and their style. through a series of experiential events designed to create a more intimate brand dialogue than ever before.

September 9 is a key date for Lacoste's fashion-sport DNA, at the heart of Fashion Week and during theUS Open in New York, a symbolic meeting for the brand.

Throughout this day, Lacoste paid tribute to its New York community through two highlights, embodying the two dimensions of the iconic French House: fashion and sport, but also its values, notably transmission and the sharing.

In the Bronx, first of all, where Lacoste completely redeveloped two tennis courts in collaboration with the city of New York and the City Parks Foundation, partner of the brand. These renovated courts will benefit local tennis fans and City Parks will host sessions there every week.

The renovation is supported by global brand ambassador and international tennis icon Venus Williams. Inspiring, daring, committed, Venus shares the same values ​​as Lacoste and the same conviction that sport has the power to change lives and that it allows people to fully flourish. During the event, Venus exclusively wore a look from her collaboration with Lacoste (Eleven by Venus x Lacoste), which launched on November 8.

This highlight continued in the heart of Manhattan, during an evening at the legendary Nine Orchard, whose rooftop doors were opened especially for this event.

On this occasion, Pelagia Kolotouros, Creative Director of Lacoste, unveiled the silhouettes born from her first creative vision, worn by the brand's ambassadors and talents, including Venus Williams, Irina Shayk, Devonte Hynes and Jeon Somi.

“I am delighted to share an overview of my first artistic vision and my interpretation of the codes of this iconic House which combines, with such accuracy and singularity, heritage and modernity. With these silhouettes, I wanted to revisit the brand's sporting influences through a 'fashion' treatment, while innovating with a more assertive and sensual femininity. » added Pelagia Kolotouros, Creative Director of Lacoste.

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Lacoste Ladies French Open in Deauville D-14