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LACOSTE RED!
Basic information
No longer active
Overview
LACOSTE RED! was a line for younger consumers launched in 2009 by the French fashion brand LACOSTE. Under the direction of creative director Christophe Lemaire, it centered on staples such as polo shirts, offering slimmer fits and graphic color schemes. Its distinctive branding placed the crocodile logo at the beginning of the name and added a red “!”. In 2010, it was replaced by the successor line LACOSTE L!VE.
Parent brands
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Lacoste 1933
At LACOSTE’s Spring/Summer 2009 runway show, Red! debuted as a separate line for younger consumers. The following year, in 2010, it was replaced by the new line LACOSTE L!VE, which articulated the same concept more clearly. As the predecessor line that served “segmentation for younger consumers” before L!VE’s introduction, it is positioned as a derivative line continuous with L!VE.
A youth-oriented line that preceded L!VE