This year’s Cannes Film Festival has witnessed a remarkable intersection of fashion and cinema, as Lacoste, the renowned brand synonymous with elegance and sophistication, steps into the realm of film production. The festival, known for its glitz and glamour, served as the perfect backdrop for Lacoste’s announcement of its first feature film, Chien 51, directed by the talented Cédric Jimenez.
A new chapter for Lacoste
While Lacoste has long been a staple in the wardrobes of Hollywood’s elite, this foray into film marks a significant evolution for the brand. CEO Thierry Guibert expressed his enthusiasm, stating, “Lacoste and cinema are nothing new. We appear in numerous works, and the biggest names in world cinema have worn us and continue to do so.” This statement underscores the brand’s deep-rooted connection to the cinematic world, where it has been embraced by icons such as Steve McQueen and Audrey Hepburn.
Chien 51: A film to watch
Chien 51 boasts a dazzling cast, including Adèle Exarchopoulos, Valeria Bruni-Tedeschi, and Louis Garrel, promising a captivating cinematic experience. Although the film was not officially presented at Cannes, its announcement was celebrated with the same fervor as a premiere. The film, an adaptation of Laurent Gaudé’s novel, is set in a dystopian world, and Lacoste’s involvement extends beyond mere branding; the company is co-producing the film and will feature in a specially created scene that imagines how the brand fits into this unique narrative.
Excitement and anticipation
The excitement surrounding Lacoste’s venture into film was palpable at the festival. Jameela Jamil, a long-time admirer of the brand, expressed her delight, humorously lamenting her lack of tennis skills. Meanwhile, Pelagia Kolotouros, Lacoste’s artistic director, shared her personal connection to the project, stating, “Chien 51 is a film that particularly touches me, because it mixes nostalgia and futurism.” This sentiment reflects the brand’s commitment to innovation while honoring its rich heritage.
As Lacoste continues to redefine its identity in the modern landscape, the anticipation for Chien 51 grows. The film not only represents a new chapter for the brand but also highlights the seamless blend of fashion and film, a relationship that continues to thrive at prestigious events like Cannes.
