Lacoste #livebeautifully
by Eduardo G.
During the F/W 2014 men fashion week we managed a full on fabulousness trip to Paris. Yes, if you think of fashion, probably the first thing that comes to your mind is Paris. We were there to assist to Lacoste beautiful party. But before we go any further, let us give you an idea about the brand’s legacy. It was founded in 1933 by René Lacoste, a French tennis star that was nicknamed “the crocodile” by fans because of his tenacity on the tennis court. At he beginning, the new company launched ingenious mesh material polo shirts, specially designed to combat the heat of the American courts and with the crocodile logo embroidered on the chest. But that newfangled and original product soon transcended that initial purpose and became one of the tailored essentials of the late 20th century. Obviously, a polo shirt doesn’t make a global brand. Lacoste knew how to diversify and began to manufacture other products, from bed sheets to beachwear. From then until now, Lacoste expanded to become the quintessential French sportswear brand. So when Lacoste invited us to attend the launch of their new campaign, “Life Is A Beautiful Sport” in Paris we didn’t need to think twice before saying yes. It was too tempting to resist – who in their right mind says no to a brief Paris trip?
Yes, it was time to party! And Lacoste’s print advertising campaign presentation was the place to be. Held at La Générale, a huge warehouse space on L’Avenue Parmentier, as soon as we got there, we knew it would be a great night. The whole place had been transformed into a beautiful and brightly lit, high ceilinged two floors palace of chic and stylish fun. There were multiple bars, live installations, different performances, ping-pong tables, and live concerts (The Aîku, Cassius).
Despite the size of the location, it was fairly crowded. We were in pretty good company. You know, whatever city you’re in there during fashion dates, it’s likely that you will meet people you know, like and want to party with. And so it happened at Lacoste’s campaign launch celebration. But there was something else that we loved the most about the presentation of Lacoste’s “Life Is A Beautiful Sport” campaign: an outstanding and breathtaking film directed by Seb Edwards and starring rising French actor Paul Hamy. This short movie beautifully combined Lacoste’s legacy with the clean lines and daily elegance associated with the brand these days. The message is clear: life is a beautiful sport, whether you live it on the walkway or the tennis court. The full campaign video will premiere next February 7th and trust us you won’t to miss it.
www.lacoste.com
Photos by SAYWHO by Jean Picon and Stephane Cardinale.
Luke by Cedric Pradel
DIESEL Spring/Summer 2014 campaign
AMIRI has become the official formalwear partner for the soccer team FC Barcelona.
HÉLAS presents its Winter 2025 collection as a clear progression of its identity.
Lucas Sapoznick captured by the lens of Max Jorquera, in exclusive for Fucking Young! Online.
Yerevan Fashion Week is a child. It has only celebrated three birthdays. But in its short life, it has learned to walk with a surprising firmness.
A photography exhibition in Paris this November will engage a sense beyond sight.
The first event was held to open the new BERSHKA store in San Sebastián.
Paul & Joe’s new collection, Tokyo Velvet, acts as a cultural bridge. It connects the elegance of Paris with the dynamic pulse of Tokyo. The line draws from the contrasts of the Japanese capital, pairing French chic… »
Take a look at ACROMATYX’s backstage, captured by Ángela Ibáñez during 080 Barcelona Fashion.
This 28-piece collaboration continues to reshape the visual and technical language of moto-racing apparel.
After a four-year pause, Babeheaven returns with ‘Slower Than Sound’, a dreamy, quietly confident EP that feels both intimate and cinematic.
The campaign, featuring team skater Morice Auethan, presents skateboarders as modern cowboys.
The Prada Winter 2025 collection returns to the brand’s core principles: contrast and contradiction.
The campaign, shot by Oliver Hadlee Pearch, stars footballer Jude Bellingham and actor Callum Turner.
Oakley has introduced its new Team Collection, a line of performance gear developed in partnership with its athletes.
Gucci introduces its first winter sportswear collection, Gucci Altitude.
The new collaboration between GUESS JEANS and Allen Iverson is a direct homage to a specific moment in culture.
PUMA and San San Gear have reunited for a second collaboration.
The latest collaboration from Stüssy and Mountain Hardwear is built for the elements.
Pitti Immagine Uomo has announced that Hed Mayner will be a Guest Designer at its upcoming edition in Florence.
Aleixandri Studio presented its new collection, “In Nomine Heretica,” at 080 Barcelona Fashion.
BENAVENTE presented its new collection, “Capriccio per Benavente,” at 080 Barcelona Fashion.
The message is clear: growing older may be inevitable, but letting go of imagination is a choice.
Carlota Barrera’s Spring/Summer 2026 collection examines intimacy.
There are artists who dress the world — and others who undress it. David Delfín did both. Tomorrow, at Valladolid’s International Film Festival (Seminci), RTVE Play unveils “David Delfín. Muestra tu herida“, a documentary that peels away the myths to… »
SAGABOI unveiled its Spring/Summer 2026 collection, titled “Port of Call.”
Reebok has launched the Floatzig 2, the next step in the evolution of its iconic running shoe.
The Carhartt WIP Active Jacket is turning fifty. To mark the occasion, the brand has created four special-edition designs.
Maison Margiela has released “A Tabi film,” a close look at one of its most important symbols.
The Prada Holiday 2025 campaign tells a winter’s tale.
The project celebrates over 170 years of combined heritage and a shared passion for adventure
