While many businesses embrace minimalist (sans-serif) trends, Lacoste has chosen a different path by restoring the prominence of serif typography. The brand states this custom-designed font draws inspiration from its original designs, conveying a message of confidence and pride in its deep history.

The crocodile mascot is also repositioned centrally, featuring a precise rendition of designer Robert George's original sketch from 1933. Its emphasized red tongue enhances recognition, symbolizing the brand's spirit of freedom and enduring vitality.

The new identity (below) is a key step in the brand's global sustainable development. Photo: Lacoste

The brand's new color system is rooted in the logic and heritage of sports history. Specifically, Lacoste green has been adjusted to its original shade, embodying a distinct strength and energy. Farine, a classic ivory white, draws inspiration from tennis legend Rene Lacoste's first blazer. The clay hue visually recreates the color of tennis clay courts, connecting to the founder's glorious playing days.

Accompanying the 2026 identity is a new season product photoshoot in Paris, France. Photo: Lacoste

A Lacoste representative indicated that the new identity is more than a visual change; it reflects the brand's maturity in self-positioning. Instead of pursuing fleeting trends, the company focuses on optimizing its existing values, transforming its nearly 100-year legacy into a core competitive advantage.

"The standardization of our identity reflects a truth: true class comes not from self-reinvention, but from the courage to maintain and develop one's own unique identity", the representative stated.

The new season collection is available at Lacoste distribution stores. Photo: Lacoste

Founded in 1933 by tennis athlete Rene Lacoste, the brand established a strong foothold in international fashion with its French aristocratic Sport-chic style, emphasizing durability and quality. Lacoste is present in 130 countries and territories, with an average of two products sold every two seconds in its stores.

For over a century, the "crocodile" brand has redefined elegance as an action, a way of life, and a manner of conduct. It fosters collaboration among people, introduces new values, drives change, and even creates distinction. Additionally, Lacoste supports green solutions and environmental responsibility.

Phu Cat

Danh Gia Fashion has exclusively distributed the Lacoste brand in Vietnam since 1996. It currently operates 16 stores and an e-commerce website. Product details are available here.