Lacoste and Smiley have come together for their first-ever collaboration, with a particular emphasis on targeting the Chinese market. The Lacoste x Smiley collection, set to launch this month, aims to bring sport and style together, presenting a vibrant and cheerful range of products. The collaboration seeks to transform French athletic fashion into a lively and dynamic lifestyle. Smiley strongly believes that tennis is not just a sport, but a way of life and a positive mindset. With this collection, they creatively deconstruct tennis apparel by adding playful touches.
The collaboration between Lacoste and Smiley is evident in the collection’s new logo, where the iconic Smiley face transforms into a tennis ball, held by the Lacoste crocodile. This emblem signifies the start of a new game, one that focuses on spreading smiles. Furthermore, Lacoste has incorporated the round Smiley face in place of the ‘O’ in their traditional logo, infusing an element of playfulness into the brand.
The collection aims to seamlessly integrate tennis-inspired fashion into everyday life, highlighting that tennis is not only a sport but also a recreational activity that can be enjoyed with friends and family. This approach aligns with the increasing interest in tennis styles among young Chinese consumers, who are the primary target audience for both mass-market and luxury brands.
The Lacoste x Smiley collection offers an extensive range of items to create the foundation for a tennis-inspired wardrobe. From tennis skirts, polo shirts, and shorts to hoodies, T-shirts, caps, and more, there is something for everyone. The collection also features unique pieces such as asymmetrical plaid shirts, duckbill caps adorned with the new logo, and jackets with intricate stitching details.
To cater to the Chinese market, the collection will be available at Lacoste stores in China, as well as through various online platforms including the official WeChat mini-program store, the Tmall official flagship store, and the Lacoste Douyin official flagship store.
The collaboration between Lacoste and Smiley showcases their shared vision of merging sport and style. By combining their iconic elements, they aim to create a collection that embodies the joy and positivity associated with tennis. With a targeted approach to the Chinese market and the growing popularity of tennis-inspired fashion, this collaboration is set to make a splash among young Chinese consumers.
For further information on Lacoste x Smiley collaboration, please visit [Lacoste Official Website](https://www.lacoste.com/) and [Smiley Official Website](https://www.smiley.com/).
