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fashion-memopad
fashion-memopad

Memo Pad: Lacoste's New Look... Hail, Mario Testino...

Lacoste will introduce a new advertising concept in January.

Lacoste will spend 66 million on the “Unconventional Chic” campaign next year

LACOSTE’S NEW LOOK: After 10 seasons of its “Un Peu d’Air Sur Terre” ad campaign, Lacoste will introduce a new concept under the tag line “Unconventional Chic” in January. The ads feature individual models — including Liya Kebede, Anja Rubik, Jon Kortajarena and Noah Mills — in each iteration, rather than the groups of models that populated the previous ads. Mert Alas and Marcus Piggott shot the new campaign, working for the first time with Lacoste.

“After five years it was time for a change. The previous ads were very product-focused and we felt we needed a campaign that was an affirmation of the brand statement as a whole,” said Christophe Chenut, chief executive officer of Lacoste SA.

The new ads show each model wearing the iconic white Lacoste polo shirt over evening dresses and formalwear. “We’re showing that you can be chic in a different way, not just when you are dressed up for a party or for the office,” explained Chenut.

The global campaign will break next month in print, outdoors and online. Lacoste and its licensees will spend about 50 million euros, or $66.3 million at current exchange, on the campaign in 2011, up slightly from 2010, said Chenut. The media buy will mirror sales geographically, with about 30 percent in the Americas, 50 percent in Europe and 20 percent in Asia.

A separate, product-focused campaign for the Lacoste Live brand, which targets a younger consumer, will be introduced in March, and will also bear the “Unconventional Chic” tag line.

— David Lipke

HAIL, MARIO: El Museo del Barrio will honor Mario Testino with a special award at its gala on May 26 at Cipriani 42nd Street in New York City. “It’s an honor when the people that come from the country or continent you come from approve of something you have done and applaud you for it. I feel very flattered to be receiving this award and to be able to, in one way or another, give back to our community,” Testino told WWD. The gala will be co-chaired by Alex Gonzalez and Raul Martinez, who are co-founders of AR New York. Martinez is also a creative consultant at Vogue. The honorary gala committee includes Carolina Herrera, Michael Kors, Narciso Rodriguez and Francisco Costa. “Being from Peru has influenced my career in a very special and individual way,” Testino added. “It’s not like I’m an English photographer in an English community, with lots of other English photographers — or American, Italian, French or German (which is the majority of our business). So my training, my eye, my sense of color and my composition are very much shaped by Peru and I feel very lucky to have this perspective.”

— Amy Wicks