Lacoste’s famous crocodile logo has had a makeover, and he doesn’t look okay.
French designer, Jean-Paul Goude – most famous for breaking the internet with Kim Kardashian’s butt – has ‘reinterpreted’ the classic croc for a capsule collection, which is set to drop in November.
The design was given a special launch party at Paris Fashion Week – the home of the French tennis brand – and by the looks of the new croc, there were narcotics on tap.
Jean-Paul Goude told the Guardian he was inspired by Paris itself, where he grew up ‘between the zoo and the natural history museum.’ Of the venue, he said, ‘I used to come here and caress the naked lady sculptures.’
As you do.
The new Lacoste family black sheep looks like he’s had a heavy weekend at Burning Man and is feeling a little worse for wear.
The tearaway alligator throws a welcome touch of the psychedelic in amongst the neutral tones of Lacoste’s traditional aesthetic.
The crocodile has a history spanning almost a century, which began in the 1920s with the grand-slam winning tennis player, René Lacoste, who was nicknamed ‘The Alligator’ by the press.
With a nickname like that – and a knack for making his own costumes – I’m surprised Marvel hasn’t given Lacoste his own franchise.
Even after Rene asked his friend, Robert George, to design a jacket embroidered with his spirit animal, it took another decade for his brainchild, Lacoste the brand to be born in 1933.
Although the new collection and its logo is unlikely to be a timeless addition to Lacoste’s 80 year history, it’s certainly a breath of fresh air.
Either way, we’ll have what he’s having.