For the second year running, Lacoste spotlights Taylor Zakhar Perez as the defining face of its Underwear campaign, a partnership that continues to deepen with ease and intention.
Named brand ambassador in January 2025, the actor returns with a natural charisma that feels both timeless and unmistakably current, bringing a confident edge to a story rooted in Lacoste’s heritage and propelled by its creative ambition.
Accompanying Lacoste through its shows, cultural moments, and special projects over the past year has been deeply meaningful to me. Each collaboration has felt deeply intentional… This campaign feels intimate, powerful, and very sincere to me, celebrating confidence, craftsmanship, and the quiet strength of Lacoste’s heritage reimagined boldly for today.
– Zakhar Perez
Set in a Parisian gym, the campaign leans into an atmospheric, vintage-tinged aesthetic, then sharpens it with a contemporary sensibility. Photographer Angelo Pennetta, celebrated for his precise and honest lens, captures Perez in a space athletes know intimately: the changing room. It’s a setting where focus becomes ritual, and where mental and physical preparation converge just before performance.
Alongside the stills, filmmaker Simon Cahn brings the same environment to life with a signature mix of clean aesthetics and subtle humour, an expression of Lacoste’s DNA with an unmistakable French flair. The result feels cinematic yet close, polished yet playful, and above all, authentic to the brand’s spirit.
Styling is led by Jason Bolden, who shapes silhouettes that balance tradition with modern refinement, framing what Lacoste positions as its next icons in underwear, pieces defined by confident lines, considered design, and the quiet assurance of craftsmanship.
