The brand's contemporary label goes old skool.

Imagine some dodgy high street store – perhaps one of those nameless places at the Tottenham Court Road end of Oxford Street – and picture their version of Martin Elliott’s ‘Tennis Girl’; an A4 sized print on a lousy white tee made from some unrecognisable cotton like fabric and with colours about to run.

Then cast your eyes on Lacoste Live’s new collection and recognise you’re a fool for being even marginally temped by the above; this is how vintage tennis pics should make their way into the fashion industry.

Comprised of seven pieces – amongst them button up shirts, sweats and classic polos – Lacoste Live SS15 pays homage to the brand’s sun kissed hey day (those tans!) of 70’s advertising.

As contemporary as it is retro (the repeat pattern in-particular boasts the credentials of a modern day print), the small capsule collection features both men’s and women’s styles and replicates Lacoste imagery circa 1978-79. Female imagery swamps the proposed menswear while the womenswear specific pieces are coated with male images.

www.lacoste.com

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