Lacoste AW19 and examining the ‘halo effect’

Lacoste AW19 Giedre Dukauskaite

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?

Lacoste AW19
Lacoste AW19
Lacoste AW19

Lacoste AW19

WORDS: Disneyrollergirl / Navaz Batliwalla
IMAGES: Lacoste AW19 /Vogue Runway
NOTE: Some posts use affiliate links and PR samples. Please read my privacy and cookies policy here

CLICK HERE to get Disneyrollergirl blog posts straight to your inbox once a week
CLICK HERE to buy my book The New Garconne: How to be a Modern Gentlewoman