PARIS, May 14, 2009 / FW/ — Lacoste creative director Christophe Lemaire wanted a fresh and fun attitude for LACOSTE RED! Fall 2009 / Winter 2010 collection. Lemaire tapped Paris-based art collective Andrea Crews to create an exclusive capsule collection of T-shirts to complement his Lacoste Red! Collection.
With Lacoste Red! aimed at a younger and more urban-oriented customers, collaborating with Andrea Crews is a logical choice for Lemaire. Both a brand and a multidisciplinary collective of international artists, Andrea Crews is experimental and playful and thus making it a perfect fit for Lacoste Red!
Taking the iconic Lacoste crocodile as the main inspiration, Andrea Crews gave it “with a more funky style and attitude; more party croco than classy croco.”
“We offered the crocodile a new youth. He’s playful and colorful and shows energetic behavior from 7 to 77,” says Andrea Crews.
“There is a certain childishness to the designs but they are made for adults as well as kids,” Andrea Crews added.