Tradition meets innovation with Lacoste’s augmented look book
The apparel brand puts a tech-layered spin on the fashion catalog
In 2015, Lacoste released a capsule collection that celebrated the launch of its new shoe, a limited edition racquet and a broad range of technical products. The French tennis apparel brand dedicated the whole campaign to the world of tennis and the LT12 racket with the tagline: ‘Elegance is Victory.’ A capsule collection is a collection of a few essential items of clothing. These are usually pieces that don’t go out of fashion, such as skirts, trousers, and coats, which can then get augmented with seasonal garments.
For the launch of this new collection, Lacoste created an interactive book that explores the history of tennis and elegance. The book enhances the reading experience and gives life to the content through an augmented reality app made by the agency MNSTR. To produce the book, the agency collaborated with Adrien Bosc, Editor in Chief of Desports Magazine, whose constellation won the 2014 ‘Best Novel’ prize from the Academie Française.
The book is connected to a collection of short videos and the augmented reality experience that explore this brand’s story.
The website says:
“This book goes back to the beginnings of tennis, examining its influence on the Lacoste approach to style. The book reveals the encounters that formed the basis of Lacoste’s vision of the game: where tradition meets innovation, performance meets style and camaraderie meets competition. ”
The book features content by writers, former athletes and artists about the encounter of tennis and fair play, craftsmanship and technology, and sports and style.
The best thing about this book is its interactivity as users can access the mixed media by downloading the LT12 Reader application specifically designed for a mobile experience. The enriched content marries the brand’s traditional and nostalgic notes with new media.
In addition to the launch of the book and the collection, the brand has also created several pages on the website dedicated to the presentation of the story. Plus, with the hashtag #Beautifultennis and other media efforts, they continue to bring emerging tech into their campaigns. The reason this one is of particular interest is that integrated campaigns are now elegantly possible and, by extension, print is gifted with an added dimension.
Originally published at www.psfk.com on March 4, 2016.