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The choice of city and location by Pelagia Kolodouros, who made her debut as Lacoste’s creative design director, makes it clear that a shake-up is underway at the French heritage house. Instead of a traditional runway show at Paris Fashion Week, she hosts a two-part show during New York Fashion Week and the US Open, including „a kind of old-school block party” in the Bronx with global brand ambassador Venus Williams. .
Lacoste has partnered with New York City and the City Parks Association to renovate two tennis courts in the Bronx. The first part of the event will take place on Saturday, September 9, from 11am to 3pm, to unveil the update and promote Lacoste’s collaboration with Williams’ clothing line, EleVen.
Around 250 guests are expected to attend, including young tennis players from local associations and journalists. The event will begin with a performance at the court by dancers from the Bronx. Kolotouros — a Greek and American national — felt strongly about evoking the New York spirit. Guests can play tennis with the champion, who will be wearing a piece from the new collaboration (which hits stores on November 8).
„It’s going to be a special moment to symbolize what Lacoste stands for and really want to integrate not just tennis, but the community fabric. We’re renovating the tennis courts and leaving something behind. It’s not just a party, it’s something tangible and it’s something people can really hold on to. Lacoste is bringing tennis to all kinds of communities out there. is dedicated to bringing,” he adds.
Collaborations are a key element of Lacoste’s new strategy. Koloturos was appointed in February following the departure of Louis Trotter, joining from Adidas, where he was responsible for collaborations with Ivy Park and Pharrell Williams. The company said his appointment comes as Lacoste promotes a new artistic approach, with a collaborative studio model focused on collective vision. With the collaboration, he sets a new creative direction for the label founded in 1933 by tennis player René Lacoste.
Some of the key silhouettes will be revealed in the second part of the event – a party held in Manhattan on Saturday night at the Nine Orchard Hotel, which was recently converted into a hotel. „It’s a new vision of femininity for Lacoste. You’ll see some more body-conscious silhouettes using the brand’s French heritage,” says Koloturos. „There’s a bit of New York style. Those two different aesthetics come together harmoniously to create something very interesting.
„Totalny pionier w sieci. Specjalista od piwa niezależny. Ewangelista popkultury. Miłośnik muzyki. Nieprzepraszający przedsiębiorca”.