Lacoste is a brand that has its own market - the preppy chic kids that are eager for cool minimalistic sporty chic clothes. And without stepping away from that market, they did an amazing work on their lookbook for the AW 2013 menswear collection.
Yes, the whole story is still very preppy & sporty, made for the perfect little law student, but the way they styled it makes me wanna stop, look at their clothes, and even buy it. I've always swore on never buying a piece of Lacoste's line - it was too showy for me. Don't get me wrong, if I love a high-end piece I LOVE IT, but I never quite got the whole Lacoste as a high-fashion brand thing.
On the other hand, I've been falling in love with their jumping campaigns for ages, and I'm still dreaming on joining one! And I'd take their creative directing of photoshoots as a great example of the clothing benefiting the existence of campaigns, photos & lookbooks. Their latest AW menswear set of photos is another case from the same file.
At first sight, it looks very simple - white background, a splash of a couple primary colours combined with quite simple winter clothing with few interesting details. I can't say it's the most interesting menswear collection I've ever seen. That's for sure. But the way they played their simplistic character to a level of high fashion seizes to amaze me. 2 of the probably most significant shots would have to be the one of the model (Benjamin Eidem) in the intensive petroleum-green insulated jacket, and the B&W where he's wering just a classic long-sleeved polo, and a pair of black trousers. The 2 shots make me wee with excitement - still can't quite explain why. It's funny how a pair of utterly literal shots can make you feel you're looking at high fashion.
I won't spend any more words - I'll just say a crocodile has never looked so attractive in my eyes!