LACOSTE, the brand whose iconic crocodile logo is featured on the chest, will be opening a permanent store on the 6th floor of the Men's Building at Isetan Shinjuku Store, Men's Building starting March 1st, 2021 (Monday). To commemorate the opening, we spoke with the brand's creative director, Louise Trotter, about the brand, herself, the Spring/Summer 2021 collection line, and future prospects.

I. Lacoste: A premium lifestyle brand born in France

—Lacoste, whose trademark crocodile logo is very familiar in Japan, how did it come about? With its new arrival at Isetan Shinjuku Store, Men's Building , could you tell us about it again?

In 1933, René Lacoste, a legendary French tennis player and brilliant inventor, developed a comfortable, breathable, and moisture-wicking short-sleeved cotton garment for himself. This marked the origin of the polo shirt and the beginning of the Lacoste brand.



The brand's iconic crocodile logo originates from an anecdote in which René's coach, upon seeing a crocodile leather suitcase René encountered while traveling, joked, "I'll buy you one if you win the match." It also derives from a nickname given to René as a tennis player due to his strength and tenacious playing style.

Centered around the polo shirt, which is the brand's DNA, the brand offers a wide range of versatile items that suit various lifestyle scenes, from sporty to elegant, and comes in a rich variety of colors. Since the Spring/Summer 2018 collection, the brand has presented new collections at Paris Fashion Week, creating a premium everyday experience with French chic items loved by people all over the world, including men's and women's wear, footwear, and leather goods.

II. The brand's first female creative director

Trotter, who served as the creative director of the British label JOSEPH for nine years until July 2018, became the first female creative director of Lacoste, a brand with an 85-year history at the time, in October of the same year, which garnered significant media attention.

—Could you tell us about your personal connection to Lacoste and your feelings when you took on the role?

My first encounter with Lacoste was when I played tennis as a child, and back then it was a luxury brand I admired . As a child, I spent a lot of time on sports. I traveled across states with my father to watch soccer, play tennis and hockey, and go running. Even as an adult, my husband, who is a tennis enthusiast, wears Lacoste almost every day, so I've always felt a close connection to the brand.

Furthermore, Lacoste's aesthetics in sports and fashion are very similar to my own style and the vision I want to create.

--This time, your brand will be permanently displayed at Isetan Shinjuku Store, Men's Building . I hear you have relatives in Japan, Mr. Trotter?

Actually, my husband is Japanese and was born in Tokyo, and his family currently lives in Kamakura. Unfortunately, due to travel restrictions, I haven't been able to visit Japan for a while, but I love Japan and always have a great time when I'm there. Japanese culture is fascinating, isn't it? I especially love the food, and one of my hobbies is searching for delicious food in Tokyo. I hope that in the near future, my children will be able to spend time with their grandparents in Kamakura again.

III. The Spring/Summer 2021 Collection Line: A Dream Collaboration Comes True

—What does the “collection line” mean to you, Ms. Trotter?

The collection line is an image of me playing with the brand's heritage, creating something new and twisted through a thicker fashion lens than usual. Lacoste has always connected sports and fashion. The collection line is also a place where I can express myself most playfully and boldly.

—Could you tell us about the inspirations for this season, Spring/Summer 2021?

Due to this pandemic, we decided quite early on that physical shows were not a priority for our brand, and we decided to cancel our shows last September.

This change allowed us to think differently. We wanted to create an honest collection that reflected the era we've lived through, for the fans who have supported our collections.

So, we used fabrics and threads we had on hand, recycled leftover materials and deadstock, and created limited edition pieces by upcycling vintage Lacoste that we had collected over several seasons. I think it was a good time to focus on small, handmade items, thanks to our team in Paris and our original polo shirt factory in Troyes.


We wanted to focus on this iconic sportswear piece and the imagery of Lacoste, past and present. There were many outstanding pieces in the collection, but the crocodile sweatshirt, handcrafted by the couture house Lemarié, is a work of art. Collaborating with them was a dream come true for me.


—Could you introduce the "main piece" from this collection?


This shirt is a classic striped shirt with a long, slender silhouette and double sports stripes at the hem. These stripes are created using the back neck tape taken from the L.12.12, the brand's signature polo shirt.

The animation on the front is a print of the archive label graphic, and we also used the same label on the Lemarié origami sweatshirt that was released in limited quantities in December 2020.

These shorts are a skater style made from a Japanese wool and polyester blend.

—Finally, Mr. Trotter, how do you plan to produce LACOSTE going forward? Please tell us about your vision.

Moving forward, we will continue to promote our brand with even greater awareness, bridging the gap between sports and fashion, and creating clothing that people can enjoy every day on the court or in the city.


Related Article ►Lacoste | Spring/Summer 2021 Collection: A twist on traditional style.