The dynamic campaign movie "The Big Leap"

The theme for Lacoste's Spring/Summer 2014 is "LIFE IS A BEAUTIFUL SPORT." Many of you may have seen the visuals promoted on the web and in street advertisements.

At the beginning of April, Felipe Oliveira Baptista, Lacoste's Creative Director, visited Japan for the brand's campaign. We spoke with him about the brand's creations and the aims behind the seasonal visuals.

—How do you approach a brand with over 80 years of history like Lacoste?



—What is the message behind this campaign's tagline, "LIFE IS A BEAUTIFUL SPORT"?

The message itself is very positive. Life is full of difficulties and obstacles. Lacoste supports you in facing all of them with brightness and beauty. That is the essence of the message.





Interpreted visually, it's expressed through the models' free movement. We shot in New York, and I chose this environment particularly because Lacoste is also moving towards a more urban direction as a brand.

—What was the reason for making the theme a romantic relationship between a man and a woman?

After all, expressing your feelings to someone is a challenge (laughs). In that sense, it's a metaphorical, symbolic expression that we used in the film. In this movie titled "The Big Leap," it's about the balance between big and small things, or how a big leap can unexpectedly stem from a small trigger. When you decide to take a step forward, things unfold as if rolling along with that small step – that's the kind of expression we aimed for.

"LACOSTE BEAUTIFUL AWARDS featuring LESLIE KEE"

To commemorate Lacoste's 50th anniversary in Japan, the "LACOSTE BEAUTIFUL AWARDS featuring LESLIE KEE" was held. Ten creators active in Japan were honored. The lineup is as follows:


At the venue, photos of the award winners, taken by Leslie Kee, were dynamically displayed. During the awards ceremony, crystal trophies from Baccarat, France, engraved with Lacoste's iconic crocodile, were presented to each recipient. The ten award winners each expressed their feelings about Lacoste and their joy at receiving the award.

Following the awards ceremony, a party was held at the venue, Omotesando Hills Space O. The packed venue, filled with invited celebrities and press, featured attractions such as a "360° camera." The event was further enlivened by performances, including a dance by award winner Chihiro Nishijima and a musical performance by Koji Tamaki.



We received a comment from Leslie Kee, who was an award recipient and also in charge of the visual creation for this project, about his relationship with Lacoste.
I've been aware of Lacoste since I was a child. Rather than an aspirational luxury brand, my image was of the world's most famous "polo shirt brand," known by everyone across a wide range of ages, both men and women.

Later, as I learned about the brand's history and saw its runway shows, I came to love the elegance of French casual style, and the active, spiritual side of a sports lifestyle brand. Working with Lacoste this time was a truly impactful experience, and the shoot was filled with a sense of tension.



This was the first time in my SUPER series that all subjects wore the same item, the "polo shirt." Yet, each photo turned out incredibly individual. I believe this is thanks to the individuality of everyone who received a BEAUTIFUL AWARD and the unique power of the Lacoste polo shirt.

The photobook "SUPER LACOSTE," shot by Leslie Kee, will be gifted to customers who purchase 20,000 yen (excluding tax) or more at select Lacoste boutiques starting Monday, May 19th (limited quantities, available while supplies last). This book, capturing the dynamic poses and rich expressions of the award winners adorned in Lacoste's Spring/Summer 2014 collection, will be a treasured keepsake etched in history. Furthermore, an exhibition titled "SUPER LACOSTE EXHIBITION" will showcase the works from the photobook in various locations.