Lacoste gets more street style friendly

New York - Lacoste has long been the quintessential, sporty and preppy brand. The brand, named after tennis player Rene Lacoste, always had that appeal to it like it was part of a prep school uniform, or an easy go to brand for casual offerings at the country club.

With the rise of street style and athletic wear becoming so popular in fashion, Lacoste took a cue and made their offerings more streetwear friendly. Are designers trying to make their looks appropriate for the Fashion Week street style photographers? This could signify a whole new approach to design, but that is another conversation.

Lacoste does a different take on sporty this season

What we saw at Lacoste was very practical, very sporty, but still very elevated. They weren't thinking about the your everyday street style star, but the kind of person that would be photographed at Fashion Week in New York, Paris, or Milan, and still look like iconic Lacoste.

Creative director Felipe Oliviera Baptista took inspiration from the ocher and white hues of the modernist Villa Malaparte in Capri, and imagined what it would be like to hold a tennis match on the rooftop. His goal was to redefine elegance and sensuality.

Watch the making of our #LacosteSS17 Fashion Show @bureaubetak @felipeoliveirabaptista

A video posted by Lacoste (@lacoste) on

Only so few brands could send a bathrobe down the runway, call it high fashion, and actually have people want to wear it. One of the most subtle and signature statements of the collection were the terrycloth bustier dresses belted high on the waist which had a very relaxed, yet very chic and Parisian silhouette to them.

Functionality was key to the collection, with tracksuits and baggy fleece sweaters that managed not to look to banal and common.

Many of the clothes were reversible or had retractable sleeves.

While it was a spring/summer collection, Lacoste presented us with a few outerwear pieces as well. Trench coats were major this season, done in bright colors like green. It was the type of item that would definitely get street style attention.

Lacoste is entering a new era. Gone are the days of just the traditional, preppy approach to sportswear. They want their customers to be able to wear their garments at both the country club and on the streets of New York City in the summer.

The athletic offerings are also well suited for courting millennial customers, who are very into sportswear.

The brand knows how to stay relevant, and while they are a legacy brand, they know how to keep with the times.

Photo via Catwalkpictures

 

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