Lacoste Makes History; Appoints Its First Female Creative Director In 85 Years
Spot a t-shirt with a crocodile logo and chances are it is a Lacoste. Or someone doing a really bad job trying to emulate Lacoste. This is one of the oldest and most prestigious brands that have been around for a while now. The French clothing company was founded in Troyes, France in 1933 by French tennis player René Lacoste. It started off as a tennis brand, introducing short-sleeved polo shirts to the sport, but as years passed by the brand built and expanded its product range, reaching out to newer customers. Lacoste has also been doing business in India for years now.
Late last week, the brand made an announcement that made history. Lacoste announced that British fashion designer Louise Trotter will join the brand as its new Creative Director. The reason why this announcement is huge for the fashion industry is that this historic announcement means Louise will be the first female creative head in the brand’s 85-year history.
Who is Louise you ask? Well, over the past nine years, Louise served as the Creative Director at contemporary brand Joseph before stepping down in July. She will be stepping into the shoes of Felipe Oliveira Baptista, the previous Creative Director of Lacoste, ho resigned from his position in May after eight years with the brand.
Louise will reveal her debut collection for the brand in Fall 2019 during Paris Fashion Week. She shared her excitement about joining the team in an interview with Business of Fashion and said, “I am delighted to join this French brand with such a unique heritage, for 85 years, the modernity of the Lacoste style lies in this singular fusion of sport and fashion. I am proud to contribute to the writing of a new chapter in its history.”
If you are a Lacoste loyalist, you know the brand has added a contemporary twist on classic Lacoste styles in the recent past. According to BOF, Lacoste hopes Louise’s experience will do even more to heighten the brand’s already transitioning contemporary image. “Her visionary approach on lines and materials, as well as her expertise in creating highly technical pieces, will be real assets to strengthen the positioning of our collections,” said Thierry Guibert, president of the Lacoste Group.
Even today in 2018 men still hold a massive number of head positions at top design houses, as well as high-level executive positions. Louise will be one of a few female creative directors leading an iconic French house, marking a historic period for not only the brand but for the fashion industry as a whole.