Lacoste faced the challenge of connecting with the "Gen Z" European audience who were seeking streetwear relevance in the rapidly changing world of sports fashion. The goal was to launch the AW18 collection in a way that captured the iconic brand aesthetic and its rich tennis heritage appeal.

To achieve this, we collaborated with fashion portraiture expert Mark Peckmezi and videographer Joe Wilson, known for his spontaneity and uncontrived approach.

Through our collaboration, we successfully launched the AW18 collection in a way that resonated with the target audience and maintained the brand's iconic aesthetic.
Made in Pentland with Caroline Leroux
Stills by Mark Peckmezian
Director and editor Cristina Vila Nadal
Videographer Joe Wilson
MUA Siobhan Furlong
Hair Naoki Komiya
Set Design Mark Pritchard
Sound Designer Aberto de Miguel
Grade Studio Private

Cargo Collective, Inc.
Los Angeles, Calif.