Lacoste, 2009

While Lemaire brought a definite and compelling sense of classically French cool to Lacoste during the whole decade he helmed it, there did a come a point of contamination; a threshold that was crossed where the Lacoste universe he had brilliantly developed would be subverted by another, one that Lemaire had also carefully constructed, but one far more esoteric and ultimately demanding. The two worlds intermingling—the Lacoste sportswear tradition and Lemaire’s own anachronistic, cross-cultural, otherworldly notions converging—it would speak to the unclimbed conceptual heights the brand could be taken to and Lemaire’s own extraordinary powers of interpretation and transmutation.

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