Lacoste
Unconventional Chic Inspirée
In 2011, Lacoste presented its new worldwide concept - Unconventional Chic. To translate this new concept in Brazil in an authentic way, we invited two photographers who matched perfectly with Lacoste’s essence:
an iconic Brazilian and a Frenchman who lives in Brazil.
This was how the Unconventional Chic Inspirée was created, as part of the curatorship label Lacoste French Evolution: an editorial essay on the greatest Lacoste icon, the L.12.12. polo shirt. In this project, photographers Bob Wolfenson and Ludovic Carème present the brand’s main values through an exclusive series of portraits and video-portraits of 12 outstanding Brazilian professionals in the fields of arts, fashion, music, gastronomy and design, who themselves represent the “Unconventional Chic” essence.
This conceptual work was presented in an exhibition, which went through São Paulo, Rio de Janeiro and Brasília. It also was collected and printed in artbook format, limited and numbered. Each book was gifted with a white L.12.12. polo.
My Contribution
Concept, Creative Direction, Art Direction
Contributors
Creative VP: Mauro Silva
Art Director: André Pauletti
Copywriter: Vinícius Facco
Planner: Amnah Asad, Marina Coutinho
Photography: Bob Wolfenson, Ludovic Carème
Styling: Paulo Martinez.
Portrayed:
Ana Claudia Michels
Criolo
Dan Stulbach
Facundo Guerra
Gringo Cardia
Houssein Jarouche
Lara Gerin
Mayana Moura
Morena Leite
Paulo Borges
Rony Rodrigues
Sarah Oliveira
Art Book
Print Production: Aline Rizzotto, Lucas Costa
Curatorship: Ricado Feldman, Amnah Asad, Lacoste
Executive Production: Ricardo Feldman
Printed by Burti
Launch Exhibition @ São Paulo’s Jockey Club
with synched multi-projections of videos and photos
Tech: 32Bits®
Production: Sérgio Santos
Ambient Design: Estúdio Gru
Evolução Francesa / French Evolution Site
Design: Norte, Marcos BG via WNova
Coding: Intelio
Agency: ℓiⱴε (formerly LiveAD) (São Paulo)
Year: 2011