Lacoste entrusts its creative direction to Pelagia Kolotouros

Following the departure of Louise Trotter at the beginning of the year, after four years of working with the brand, Lacoste announced the arrival of a new creative director who will be responsible for encouraging a more collective approach. Pelagia Kolotouros is joining the crocodile brand after having worked for Yeezy, The North Face and Adidas. The designer made her debut at Theory in 2008 and then at Calvin Klein in 2013, where she was promoted to director of men’s design.

Her experience at Adidas is in line with Lacoste’s new creative vision. The graduate of the Parsons School of Design in New York worked on collaborations with Pharrell Williams and the Ivy Park team (Beyoncé’s collection). Work that spanned all product categories.

As head of Lacoste’s creative studio, her mission will be to bring her vision to the collections but also to “oversee the collaboration between the brand’s creative teams and the creative communities and collectives involved with Lacoste”.

“I am delighted to welcome Pelagia Kolotouros to our company. Her arrival comes at a time when we are renewing our artistic approach and pushing the creativity and desirability of our brand even further,” explains Catherine Spindler, Lacoste’s deputy managing director. “With her recognised expertise in developing collaborations with proven and unique influence, her ability to redefine creative models to elevate pieces to iconic status, and her talent for connecting cultures, particularly fashion and sport, Pelagia has all the assets to accompany Lacoste in its new cycle of creative expression and in the pursuit of its ambition: to become the most inspiring French brand in fashion sport.”

With this new strategy, the brand intends to further develop its image and reach new customers. Already present in 98 countries with a network of 1,100 points of sale, Lacoste hopes to pass the €4 billion mark in turnover by 2026. It has achieved 2.5 billion euros in sales in 2022.