In almost 25 years, Netflix has become the world’s most popular streaming platform. In recent years, it has expanded its catalogue of original productions – much to the delight of series marathon fans. This spring-summer 2023 season, Lacoste is taking on the codes of eight productions as iconic as its Crocodile. For a mixed collaboration with a pop flair.
Connecting cultures to culture. Netflix has given Lacoste carte blanche to appropriate the codes of a handful of its iconic series. Chosen for the values they convey and the diversity of their audiences, there are eight of them: Stranger Things, Lupin, Sex Education, The Bridgerton Chronicle, Shadow and Bone, Elite, La Casa de Papel and The Witcher. For adventure lovers, romance fans, teen show enthusiasts and fiction aficionados of all kinds… True to its democratic vision of the world, Lacoste is addressing all generations and all tastes with Netflix.
The emblematic pieces of Lacoste style are revisited according to the universe of the eight series. Polos, caps, sweatshirts and jogging suits are part of this new wardrobe, halfway between sport and fashion. The iconic Crocodile has donned the costumes of the Netflix characters for the occasion, to be embroidered or flocked on some of the pieces in the range.
For Stranger Things, his face is transformed into that of the fascinating Demogorgon. In a nod to Queen Charlotte from The Bridgerton Chronicle, he wears an oversized wig. Other pieces are adorned with a toile de Jouy-style all-over print, where all the crocodiles thus disguised navigate between the streaming platform’s signature pictograms.
To stage this collection, Lacoste called on its BETC Paris agency to design a film and photo campaign whose settings mix worlds, reinterpreting Netflix productions. To create a link between these universes with such different aesthetics, this new campaign places the Crocodile as the central and disruptive element of the films, like an omniscient and omnipotent narrator.
To reinforce the encounter between Lacoste and Netflix, the agency decided to play with the features of the streaming platform to tell a new story. As if the Crocodile was playing with the remote control, our heroes are subjected to the vagaries of its moods: “-10s” and the Bridgerton Chronicle-style tea party is marred; “pause” to freeze the Lupin-inspired gentleman burglar in the middle of a heist.
Crocodiles are invited into videos whose settings are a mix of Lacoste, series and Netflix universes. With 100% Lacoste x Netflix silhouettes, these more fictional than fictional characters take on a look no longer reserved for Netflix and chill. Uniform for life and the city, the collaboration pieces will be featured in Lacoste boutiques around the world.
Available in the Lacoste network, on lacoste.com and in the Netflix shop from 12 April 2023. The campaign will be broadcast from the same date and visible worldwide in OOH/DOOH, social media and digital.