Photos of Lacoste Spring 2011 Ad Campaign Featuring Liya Kebede and Anja Rubik

by Chi Diem Chau 0

>> Lacoste has ditched its five-year-old tagline, "Un Peu d'Air Sur Terre," for a new theme dubbed, "Unconventional Chic". "After five years it was time for a change," said Christophe Chenut, CEO of Lacoste SA. "The previous ads were very product-focused and we felt we needed a campaign that was an affirmation of the brand statement as a whole.” Instead of featuring a group of models like the brand has done in the past, the new campaign highlights individual shots of Liya Kebede, Anja Rubik, Jon Kortajarena, and Noah Mills wearing polo shirts over fancy evening gowns. “We’re showing that you can be chic in a different way, not just when you are dressed up for a party or for the office,” explained Chenut.