Lacoste was founded in 1933 by tennis champion René Lacoste and André Gillier. It revolutionized the everyday wardrobe by inventing the iconic polo shirt in breathable cotton to increase movement. The brand embodies French elegance, tenacity and freedom of movement.

Our team collaborated with then creative director Louise Trotter to advance the brand's position and secure a more discerning customer base through its runway collections. This involvement centered on restructuring the merchandising strategy to intentionally balance creative vision with necessary commerciality.