It takes a special kind of woman to make a man change his ways and in this case it takes an extraordinary one to make a croc change his direction. We’re referring of course to the iconic Lacoste crocodile, that perches proudly on polos around the world on tennis courts, golf courses and backyard terraces.
Lacoste’s new and bold collaboration with New York designer Catherine Malandrino has added a new edge to the brand's classic look with white harem pants, slinky knit dresses, off the shoulder tees and flirty mini-pleated skirts. Malandrino’s success in convincing Lacoste to alter the logo alone is impressive. Lacoste USA’s CEO, Steve Birkhold says it was a big deal for the brand to turn the crocodile around, as they have kept the logo 'pretty well pure' for the past 80 years.
Catherine & the Crocodile
Malandrino says people instantly recognize the logo is Lacoste and are curious about the kissing male and female crocodiles. She says the new logo brings questions of emotion and sensuality to Lacoste, just what she wanted to bring to the brand with her designs.
Malandrino and Lacoste are a match made in heaven given Malandrino’s French upbringing, vacation hideaway in Saint Tropez and a Lacoste-loving husband. When asked what her goals are for her collaboration with Lacoste, Malandrino says,
"My most important role with Lacoste is to open the door to the feminine world..Now I am relaying effortless, chic, everyday clothes that you don’t have to think about. All of the silhouettes can be eye-catching, whether it is a miniskirt or high-waisted pants.”
More than a Polo
Lacoste is currently using blogs and social media to spread the word about Malandrino's collaboration, which will last for four collections. Lacoste is excited and enthusiastic to see how consumers take the new look. "Catherine is an amazing designer, she has really opened our eyes to what Lacoste can represent for the fashion consumer. I think a lot of people will be surprised,” says Birkhold. “To succeed is really just changing people’s perception that a polo is all we design.”
Lacoste Brand History