Lacoste is getting off to a flashy begin in 2021 with a first-time collaboration with Bruno Mars and a brand new model of retail debuting in Los Angeles.
Two years within the making, Bruno Mars’ assortment of about 25 items — dubbed “Ricky Regal” after the pop star’s style “alter ego” — can be out there from March 5 for simply two weeks, at most. Lacoste is anticipating the gathering to promote out sooner or later throughout that time-frame. That is solely the second time that Lacoste, greatest recognized for its polos and affiliation with tennis, can be collaborating with a non-athlete in any method. The primary was a 2019 collaboration on tennis clothes with rapper Tyler the Creator.
“That is our greatest collaboration so far,” Jason Kim, Lacoste’s senior vice chairman of promoting, stated of working with Mars. And it marks the primary style or way of life assortment Mars has participated in, regardless of his years of celeb standing.
“I’ve been very lucky to have been requested to do collaborations previously, however it all the time got here with tips,” Mars stated in an announcement. “Lacoste was the primary and solely model that stated ‘Bruno, we would like you to make this really yours.’”
He noticed being allowed such inventive freedom as “respect” and stated getting it from an 88-year-old model “was an honor.” Mars labored instantly with Lacoste’s inventive director Louise Trotter, who stated working with him was “an incredible journey.”
“He has a really clear imaginative and prescient and is obsessive with each element,” she famous. “From idea to fittings, there wasn’t a single side that he was not totally concerned.”
The results of such inventive freedom is a bolder search for Lacoste. Mars’ Ricky Regal designs are full of colourful, graphic patterns with a dose of late Nineteen Seventies nostalgia. There are a number of jackets for women and men, all with prolonged collars, and a set of button down shirts are available vivid patterns, largely geometric however one tie-dye swirl for good measure. There are a few matching pull-on shorts and even some socks, slide sandals and a pair of gold, tinted sun shades to finish the appears to be like. After all, there are polos, some up to date with aspect stripes, one other in a terry velvet. The items rang in value from about $100 to $200.
Whereas the gathering is technically a one off, there are ongoing conversations about the potential of extra sooner or later.
As for the gross sales roll-out of the Mars collaboration, Lacoste is in some new territory there, as nicely. It is going to be out there on the market at The Webster in L.A. and New York, in addition to LeBron James’ retailer in Miami, Unknwn. However a central a part of the discharge is a brand new Lacoste retailer location additionally opening March 5 on the favored procuring strip alongside Melrose Avenue in Los Angeles’ West Hollywood neighborhood. Kim stated the brand new retailer is basically the primary “retail idea” for the model, in that it’ll differ considerably from its typical retail model.
“Shoppers nonetheless desire a bodily expertise,” he added. “They need connectivity and that’s actually what we homed in on in West Hollywood, bodily interplay.”
Partially due to the continuing coronavirus pandemic, but additionally due to a want for consumers or followers to “expertise” the shop, it will likely be by appointment solely, doubtless all through the lifetime of the shop, set to be open solely via the top of the 12 months. It can even be one thing of a showcase for different Lacoste collaborations and “hero collections,” because the look of it can change each six weeks or so. With a location that’s two tales and roughly 3,700 sq. ft, the primary ground can be rotated, whereas the second will be devoted to core Lacoste merchandise, like polos.
For the Mars Ricky Regal assortment, nonetheless, the shop could have a singular construct out, that includes inexperienced velvet partitions, musical devices and Las Vegas-style video games to evoke the sooner lounger period of town for which Mars has a selected affinity.
Kim admitted that this second — the collaboration with Mars and investing in a yearlong “idea” retailer — is an try by Lacoste to shift its market place a bit. Trotter referred to the Mars assortment as a “luxurious sportswear model.”
“We would like desirability for the model,” Kim stated. “We clearly have deep roots in tennis and golf, however it’s important to innovate, it’s important to begin fascinated about a real shopper expertise.”