Train Like Lacoste… in Grand Central
As we await the start of the US Open—now an athletic and style event, and a chance to glimpse the Williams sisters’ latest—the original purveyors of all things tennis and fashion, Lacoste, have announced the launch of their men’s fragrance collection EAU DE LACOSTE L.12.12. Inspired by the iconic L.12.12 polo shirt, Lacoste wanted the fragrance to echo the simple elegance of their most famous product. With the fragrance available in blanc, vert, and bleu, tennis players the world over can finally color-coordinate their outfits not only with their rackets, but also with their scents before hitting the courts.
While the popular L. 12.12 polo has gone unchanged since René Lacoste introduced it in 1933, Lacoste has eschewed tradition for the launch of their new fragrance. From Sept. 19–27, the company will take over Grand Central with La Machine L.12.12. Part art piece and part mystery, the “machine” will feature an interactive video installation that reveals just how the Lacoste polo was transformed into a fragrance (you can watch a teaser above). In addition, Lacoste is going digital by using videos from more than 35,000 users in the installation, possibly to show just how personalized a classic polo can be.
Eau De Lacoste L.12.12. launches Sept. 19, meaning that in less than a month, anyone can smell just like Rafael Nadal—pre-match, of course.