Lacoste’s got a brand-new look.
The trippy crocodile/dragon-hybrid logo had us doing double takes after it was unveiled Wednesday during the presentation for Jean-Paul Goude’s collaboration with the French heritage brand at Paris Fashion Week. Goude, a photographer and designer best-known for his portraits of Grace Jones, which inspired Kim Kardashian’s internet-breaking Paper mag cover, created an artsy new look that is a far cry from the stuffy (albeit classic) logo emblazoned on the layered pastel polo shirts of Jersey Shore-era popped collars.
“It was an invitation, a real carte blanche. It was Jean-Paul Goude who was to express his vision, to make decisions, [and] give his interpretation of the crocodile,” wrote creative director Felipe Oliveira Baptista on Instagram. (Don’t worry, preppy golfers, the original Lacoste crocodile isn’t going anywhere soon.)
Goude took the open invitation and ran wild with it, reimagining the croc logo in two iterations: a party-hat wearing crocodile riding a unicycle while carrying a yet smaller crocodile, and a smoke-breathing crocodile astride the original Lacoste crocodile.
The new design, as well as the rest of the collection — including bomber jackets and polos emblazoned with the funky logo — was showcased in a grand presentation complete with moving, 3D re-creations of the illustrations, which truly brought the crocs to life.
Lacoste isn’t the only brand to give their iconic imagery a makeover. Gucci’s Alessandro Michele adapted street artist Gucci Ghost’s take on the classic double-G imagery, affixing the logo onto ready-to-wear and accessories.