To mark Lacoste's 75th, creative director Christophe Lemaire took the path of least resistance, back to the label's Biarritz roots. People in that part of France are fond of an old, tennis-like ball game called Basque pelote. really have what it takes to update a classic. He opened the show with white blazers trimmed with red and black, especially the first all-white looks had an appropriately vintage feel, worn with Basque-red cummerbunds and espadrilles to underline the regional story.
Lacoste still means tennis, especially when the company's box at the U.S. Open was a fashion hot spot, but Christophe Lemaire has managed to extend the association with intimations of other leisurely pursuits. Lemaire can at least make his audience think summery thoughts.
Fashion Show, Lacoste, Man Fashion, Spring 2008 Collection