In PLAY WITH ICONS, Lacoste brings together Novak Djokovic, Adèle Exarchopoulos, Pierre Niney, Venus Williams and Wang Yibo, pairing each with one of its most emblematic garments in artful portraits and slow motion films by Tyler Mitchell, transforming classic silhouettes into modern myths that celebrate the Maison’s heritage and inventive spirit.
Adèle Exarchopoulos
This spring Lacoste introduces PLAY WITH ICONS, a global brand campaign that recasts five signature pieces as protagonists in vivid visual narratives. Where last year’s PLAY BIG celebrated the Crocodile emblem, this edition shifts focus directly onto the magic that happens when garment and wearer meet. Each ambassador-garment pairing becomes a living legend, captured in unforgettable tableaux that blend sport, cinema and pop culture.
Tyler Mitchell, fresh from receiving the Isabella Blow Prize, directs each scene like a painter. Novak Djokovic is swathed in a pristine white polo that merges into a golden tennis net cloak—an homage to his courtly dominance and the polo’s enduring allure. Adèle Exarchopoulos uses the new Lenglen bag as a pleated skirt in a clever optical illusion, fusing tennis heritage with avant-garde style.
Novak Djokovic
Pierre Niney reclines on a sculptural chaise draped in the brand’s iconic green polo, his subtle humor underscoring the piece’s timeless elegance. Venus Williams emerges from pleated architectural folds of fabric, clutching a pearlescent tennis ball in a tribute to Lacoste’s trailblazing craftsmanship that marries performance and grace. And Wang Yibo stands amid bouquets of blue polos, his global stardom mirroring the polo’s chameleon-like versatility.
Pierre Niney
Brought to life in collaboration with agency BETC, set designer Poppy Bartlett and stylist Imruh Asha, every frame pulses with bold color and witty detail. Accompanied by Émile Sornin’s playful score—which stretches time like an auditory ribbon—PLAY WITH ICONS transcends ordinary advertising. It becomes modern mythmaking, inviting us all to step into Lacoste’s world, play with its icons and, in doing so, discover the icon within.
