Lacoste is celebrating its upcoming 80th anniversary — since founder Rene Lacoste unveiled the L.12.12 (get the timing?) — with a public invitation to help invent the Polo of the Future.
Fans can go to a bespoke website launching today and submit their vision of a futuristic polo shirt on the brand's Facebook page, with the most creative to be rendered by an artist and featured online.
As more inspiration, its new commercial shows one vision of the Polo of the Future — a shirt that changes color with the swipe of a hand.
“A generation of affluent, tech-obsessed digital natives won't even have to blink twice to suspend disbelief while watching the commercial,” writes Adweek. “And its chameleonic effects are aimed squarely at those same millennials, notoriously perceived as fickle, by a brand that doesn't really ever seem to change that much. Lacoste wants those kids—geeky preps of tomorrow—to know it has the shirts of tomorrow.” And they can showcase their ideas today, on Lacoste's Facebook gallery.
Digital clothing is trending: Macy's and P. Diddy's Sean John brand are selling a$223 digital sweater with a video screen on the sleeve; Ballantine’s whiskey designed a prototype of a web-connected programmable T-shirt with an LED screen on the front; and Microsoft brought a tweet-tastic "Printing Dress" to New York Fashion Week in September.
With two Lacoste items sold every second worldwide, the venerable brand’s legacy dates to 1933 when tennis champ René Lacoste embroidered his on-court moniker, the Crocodile, onto a piqué cotton polo. Felipe Oliveira Baptista, Lacoste’s creative director of two years said, “the concept of learning was something that really motivated me to join the brand.”
Known for his abundance of color and androgynous silhouettes, “Baptista’s youth and energy continue to renew the brand season after season, bringing a unique aesthetic when it comes to utilization of color and graphics. His talent has truly projected brand codes into the future,” says Steve Birkhold, president and CEO of Lacoste USA. “For the 80th anniversary, we will continue to push and expose the brand in new and different ways, ultimately building brand image and equality.”
In line with that promise, the fashion house has named Amy Adams as the face of their new women’s fragrance, Eau De Lacoste, selected for her “elegance, spontaneity and effortless style.” The brand is promoting the fragrance on Facebook, offering its 10.7 million fans early VIP samples. “It’s all about the twist,” says Baptista. “I believe I have to surprise and challenge people.”
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