Lacoste's new "Unconventional Chic" campaign -- which kicks off in January -- is attempting to bring a whole new brand of glam to the preppy label best known for its crisp polo shirts.
According to WWD, the campaign will feature high-fashion models like Anja Rubik and Liya Kebede (pictured) and were shot by glossy-favored photographers Mert Alas and Marcus Piggott. The ads feature the iconic polo shirts, but instead of jeans or shorts, the models are wearing evening dresses and other formal pieces.
As CEO of Lacoste SA told WWD: "After five years it was time for a change." He added, "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."
The ingredients are all in the mix for a great campaign -- the right models, the right concept -- though we're not entirely convinced that wearing Lacoste over a long-sleeved evening dress is entirely chic. It's true, the fashion-forward set has taken to mixing T-shirts with sequin skirts, but we would have recommended adopting the madcap, high-meets-low styling that's worked so well for, say, J.Crew. But then again, perhaps it's better to attempt to lead in this instance than to follow.