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“We tried to find a new way to talk about tennis,” explained Lacoste creative director Felipe Oliveira Baptista. For the label’s Spring/Summer 2013 collection this translated to the notion of play on various levels. There was the soundtrack, for instance — a patterned, rhythmic selection of soundbytes from a competitive tennis match. The cheeky take on sport continued on to prints. Humorous self-referencing motifs like folded polo shirts and oddball tennis references such as umpire chairs and racquet grips were prevalent everywhere, from anoraks, to shirts, shorts and women’s dresses. Elsewhere, the designer toyed with proportion and fabrication. As a whole, with Baptista leading the way, the collection looked to push a label known for its crocodile logos and polos into a new era of iconography and sartorial relevance.

Source: UK

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