Lacoste is an awesome French brand. Its roots are in tennis, of course, and the founder’s great prowess at the game. Added bonus: It has the peerless, first-ever fashion emoji logo—the crocodile, which was inspired by his defensive nickname.
Louise Trotter, formerly at Joseph, has been brought in to refine Lacoste’s fashion identity and help push it up the rankings. With this debut collection, she sometimes drifted into the Zone, that unforced sweet spot of inspiration and relaxation in which players produce their best game.