Lacoste Launch LACOSTE L!VE Menswear SS11

LACOSTE have officially launched their newest line; LACOSTE L!VE. 60 stores are planned to be opened, including Paris, Berlin and Zurich with the first opening in London’s Newburgh Street, W1.

Whilst still maintaining the traditional heritage of the brand, LACOST L!VE is very much a contemporary and more youthful reinterpretation of the classic design paying attention to cultural trends, music and fashion.

The new SS11 collection comprises of two trends, the first is bold, utilising primary colours, and drawing inspiration from optical art. The minimal trend teams simple polos with slim fit trousers and knitwear for a fresh approach to ‘new wave’.







The second trend is more diluted, using neutral shades and soft lines that appear hand painted. Sweaters and polos appear to have been partially dip-dyed for the vintage, worn-in look. This collection is a fresh approach for slick, clean cut LACOSTE, breaking the traditions but still aware of the brands roots and heritage.







The two trends are on opposing ends from one another, and yet compliment each other by still showing the traditional values, symbolising where the brand are and where they want to go.

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