Lacoste AW19 and examining the ‘halo effect’
The Hermes-ification of Lacoste starts here.
Louise Trotter thwacked the ball clean out of the court (or whatever the correct tennis terminology is – frankly I haven’t a clue) in her Lacoste creative director debut at Paris Fashion Week.
Having come from Joseph, there were shades of her relaxed, gentlewomanly aesethetic, with a sporty twist. My standouts were the superb outerwear, all the leathers, plus the camel and oxblood drawstring bags. Not to mention the chunky sweaters. She didn’t spend nine years at Joseph to not learn how to fashion a good jumper…
There’s an interesting piece by Vanessa Friedman in the NYT, analysing the relevance of the ‘halo effect’ designer line at the top of a brand’s collections pyramid. (It’s a response to the news that Calvin Klein owner PVH is scrapping its ‘Collection’ line after Raf Simons’ departure.)
When I look at this Lacoste collection, it makes me feel there’s still milage in the ‘collections’ model in terms of creating desire and brand awareness for its lower ranking products – polos, tees, trainers and fragrance. What say you?
WORDS: Disneyrollergirl / Navaz Batliwalla
IMAGES: Lacoste AW19 /Vogue Runway
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9 March, 2019 @ 10:57 am
I’d say she’s a great fit at Lacoste, it was a polished concise collection that gives the brand a new aspirational status, while still looking very real and attainable. Love the outerwear and the clever polo dresses.
9 March, 2019 @ 10:44 pm
Glad you love it Sue, good to hear from the catwalk review queen!
9 March, 2019 @ 11:41 am
I am truly on board with this lacoste /trotter collection – love it – especially the outerwear!
9 March, 2019 @ 10:43 pm
Thanks Paula, I agree -great debut
12 March, 2019 @ 9:08 pm