Lacoste recently revealed that they are plannign to revamp the brand in the new year. The first stage of their new marketing strategy was to update their well known tagline "Un Peu d'Air Sur Terre" - meaning 'A Bit of Air on Earth' - to 'Unconventional Chic'. The new tagline appears in their new campaign featuring Anja Rubik, Noah Mills, Jon Kortajarena and Liya Kebede shot by Mert Alas and Marcus Piggot, all sporting the brand's iconic white polo shirt over black eveningwear.
When asked about the idea behind the campaign Lacoste CEO Christophe Chenut said, “We’re showing that you can be chic in a different way, not just when you are dressed up for a party or for the office.”
Now. I'm not saying the new Brian Atwood shots are racy. But I'm still wearing my glasses (overly chlorinated water at the gym), and they just fogged up a bit. Rene Russo stars in the shoot (that's her leg draped over Jon Kortajarena, and her spike heel pressed into his head) for a limited-edition book called Role Play Rene. Tony Duran shot and Kithe Brewster styled, in case you're still thinking about that.
Only 1,000 books were printed, and the launch party this Thursday is hoted by Byrdie Bell and Julia Restoin-Roitfeld. You can see more (partially NSFW) shots after the jump courtesy of The Cut. Be prepared to be jealous of a 55-year-old.