Lacoste Is Moving the Needle For Traditional Golf Styling

First contested in 1987, the Ladies European Tour’s Lacoste Ladies Open is a golf tournament with ever-growing history and singular character. Hosted in the town of Deauville, a vacation destination north of Paris known for its annual movie festival, manor architecture and seaside eateries, there’s a natural intersection between golf and culture not found at other tournaments.

That feeling of worldliness is only made stronger by Lacoste, who inject a sense of style and swagger into France’s marquee tournament. With players and spectators alike showing up in their Sunday best, vintage Range Rovers parked out front of the majestic hotel, and artworks that remix the signature crocodile branding, it’s all unmistakably Lacoste.

Lacoste has always been a golf brand at its core. Although its founder René was a well known tennis player, he married a champion amateur golfer in Simone Thion de la Chaume. They in turn raised another accomplished player Catherine Lacoste, who became the only person to ever win the U.S. Women’s Open as an amateur.

Its deep-rooted history in the sport has allowed the brand to embrace its traditional country club look and preppy style while exploring its designs in new ways with progressive and ever-changing fashion ecosystems in mind. This fall, Lacoste’s Classic, Neo Heritage and Pioneer collections range from classic to lifestyle focused, with an emphasis on technical materials to provide functionality for golfers. This way there’s a little bit of something for everyone.

With this in mind, the next generation of golfers that we often point to are very much inspired by these traditional elements that have shaped the world of golf. While our favorite professional players have gravitated towards monotone technical fits, classic approaches to dressing are a breath of fresh air for fashion-minded audiences entering the sport. Especially when said garments are designed with an athletic sensibility.

We spoke with some of those players who came out to the tournament to learn about their approach to styling and being creative on the golf course.

Hypebeast: On a scale, from traditional dress that Lacoste is known for, to more progressive looks in fashion today, how do you approach styling for the golf course? 

Igor Haenel: “For me, it really depends on the destination, where the golf course is, what kind of golf course it is. I feel comfortable in performance golf clothing as well as streetwear-styled looks. But I try to bring out my own personality and character on the golf course as much as I can. I’m definitely more on the street side.”

Chase Marchetti: “Likewise, I try to be as progressive as the situation will allow. I want to know where I’m going, then I’ll push my boundaries as much as I can at that place. I was telling Igor before this, you wouldn’t look at me on a day-to-day basis and know that I can dress more traditionally. But I enjoy tucking my shirt in on the golf course, I love the etiquette that goes along with golf. I like taking my style and molding it into that scene. So being progressive without being disrespectful.”

HB: You mentioned you’ve always looked to Lacoste for your styling?

Karima Hassan: “Definitely, It’s traditional and I like wearing traditional golf stuff. I feel like Lacoste has always put a modern twist on it as well. Sweaters, quirky approaches to dress. I try so hard to find clothes that aren’t sporty, especially for girls. That’s why I have always been drawn to Lacoste.

HB: What are some of your style inspirations? Has this translated to how you style yourself for the golf course? 

Nikki Blades: “When it comes to style inspiration, I draw a lot from the 90s supermodel era, mixed with the “old money” aesthetic, accented with performance wear and finished with some street fashion. The golf course is an interesting space for fashion because you can do a lot while still following the rules. It’s really a day-to-day thing with what to wear on the course. It’s the only sport where you can change your “uniform” based on your mood and I’m having fun trying to find my own personal golf style.”

HB: What’s one of your most iconic looks that have pushed the boundaries on the golf course? 

Jared Jacobs: “Most iconic look … I played in a golf scramble tournament with some friends and I was wearing a hockey jersey underneath an all-white caddie uniform and flip-flops on my feet.

New players in the golf space are pushing their styling in fun, progressive and creative ways, and at the same time they’re deeply inspired by the game, its traditions and its intersections with fashion. As the golf industry continues to grow, Lacoste is leaning into its golf heritage authentically while inspiring the next generation with a fashion-forward approach.

Discover the latest Lacoste golf collections featured at the event by heading to the brand’s website now.