Lacoste Limited Edition Holiday Collector Polo Shirt Series by Peter Saville
To celebrate the 80th anniversary, LACOSTE chose the British art director Peter Saville (co-founder of Factory Records, created art for Joy Division, New Order, Pulp). He twisted the iconic LACOSTE crocodile and has made 8 contemporary collectable shirts complete with his signature humor, intelligence and creativity.
“They still look like Lacoste shirts even if they don’t have a crocodile on them,” said Saville, who also, as reported, created a special edition of the brand’s logo for its anniversary. “It’s about requisitioning the mainstream to translate an idea that is not about selling.”
“I like the idea of challenging the brand identity”, he explains. “When we create art we ask questions, whereas traditionally design gives answers. The issue here is that LACOSTE’s logo is so inherent to the brand’s identity that it stays present even when it no longer resembles itself. My conclusion is that the LACOSTE identity is immortal”.