Lacoste returns to basics with “Crocodile Style,” a new underwear campaign fronted by brand ambassador Taylor Zakhar Perez. The images place Perez in boxer briefs and trunks in black, white, and deep green, with the signature crocodile fixed at the waistband and the setting pulled from the brand’s familiar sport vocabulary.
Taylor Zakhar Perez for Lacoste Underwear
White tile, green lockers, wooden benches, and a spare change-room backdrop keep Lacoste’s story close to tennis club codes, while a polo or striped shirt folds the collection back into the larger Lacoste wardrobe. The result is clean, physical, and tightly branded.
Perez gives the campaign its center of gravity. He has a polished screen presence that suits Lacoste, and the photography uses it well, shifting between direct studio-like poses and looser locker-room moments while keeping the product in frame.
The collection itself stays straightforward, with close-fitting cotton styles designed for everyday wear and a visual language that favors control over excess. In these images, the crocodile sits high on the waistband in contrast stitching, turning a simple pair of trunks into something immediately legible as Lacoste.
Leaving behind the locker-room intimacy of Crocodile Style, Lacoste zooms out to the full court in its global Life Is a Beautiful Sport campaign.
