Lacoste celebrate 75 years with limited edition packaging

by Grant Osborne, 09 June 2008

Lacoste are celebrating 75 years by launching Lacoste Essential with limited edition collectible packaging designed by QSLD New World's Denis Boudard.

“75 years ago, Rene Lacoste created the Lacoste style! I just wanted to reinstate the notion of “elegance in sports” through an appropriate packaging design without betraying what made “Essential “ a unique product within its segment. So, we simply removed the green and came up with a very stylish silver texture without any other artifice but the “original” crocodile printed on the front and a special “75th logo” printed on a special “gun powder” cap.” Says Boudard.

“The Lacoste team wanted to make a statement with this Limited Edition: for as long as we can remember Rene Lacoste was probably the first who thought to actually put a brand logo without a name on the outside of an article of clothing! This mark of distinction continues to demonstrate its uniqueness among the fashion world and I truly think this limited edition embodies the whole Lacoste history!” concludes Boudard

'Essential 75th Anniversary' is currently available in France, Germany, Italy, Spain and Russia. The fragrance is now available in the U.S., priced at $65.00 available in 125ml/4.2 FL. oz. It is being carried by select department and specialty store doors, including Bloomingdale' and Macy's.