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Style Forecast: Look out for Lacoste

 

Felipe Oliveira Baptista

The iconic sportswear brand Lacoste, has decided to change directions in design. For so long, they have been synonymous with bold, mismatched, sportswear (which is a hit or miss with most), and now they want to step into a more edgy appeal.

Lacoste’s first course of action was to hire well known, Potuguese designer, Felipe Oliveira Baptista.  Baptista studied design and fashion design at Kingston University in London, and went on to design for Max Mara and Cerruti. He launched his own line in 2003, and now is a few months in at Lacoste, replacing Christophe Lemaire, who is now at Hermès.

Fashion Show 2008

“I really want to make the brand more real and urban. Lacoste is all about color and up to now it’s almost like every season we did all the colors in the world. My idea is to create stories around color, create novelty and use color in a more subtle way to make it more realistic. That approach is quite different. I’ve also been working a lot on the evolution of fabrics, much softer, much more comfortable.  I really want to give the brand a stronger reference as an everyday casual easy-wearing brand with an urban edge.”

So, to all of those that were shying away from lacoste before (ladies and gentlemen), we may want to take keep an eye out for them in the near future to see some welcome changes.

Baptista's previous work

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