The power of LACOSTE fashion comes from its brand founder, René Lacoste. He is a bold and elegant wise man. When he first designed the Polo shirt, he broke the routine and brought modern fashion to the tennis court. When classical elegance became popular, René Lacoste removed the sleeves in the design, completely changed the fabric, giving the athlete greater freedom and a new look. In order to make the comfort of the clothes unyielding on the requirements of the style, he created a completely new concept: sports casual wear. Since 1933, the brand's vision of following founders has been evolving, and today LACOSTE represents a state of mind, a lifestyle that is celebrated daily for style. Its symbol: L.12.12 Polo shirt Its name: Fashion is original Spring 2011: L.12.12 A New Symbol of Life Attitude The new concept of communication indicates that the spring of 2011 will usher in the dawn of a new era. Since January of next year, it will appear in all media platforms and brand communications. Over the past five years, LACOSTE has evolved into a global brand in today’s era with the collaborative development of BECT, a luxury goods agency, with the “unpeu d’air sur terre†boom. Its light, elegant and elegant qualities have been spread to every corner of the world. Today, the company and its agents want to create new brand appeal for LACOSTE, making it stand out in a highly competitive market. When people are resisting the immutable luxury goods, and need clothes more concise, elegant and durable than ever before, LACOSTE adheres to its modernity, forge ahead, and launches a new round of product promotion. BETC Luxe is inspired by the spirit of René Lacoste: unique style, and thus found the brand's new slogan and communication concept: Fashion is original Striking event launch The launch of this global event will consist of four visual short films shot in Paris by Mert Alas & Marcus Pigott. The photographer Mert Alas & Marcus Pigot is an important figure in the fashion photography world and has a distinctive style that is renowned in the art world. Their short film shows a tribute to the charm of 1930. Silky skin, cherry red lips, charming beauty, combined with futuristic elements, make their overall show beyond a simple retro style. It is this simplicity that simply sets the status of the models' idols and inspires the enthusiastic desires of the fans. They are involved in the production activities of the brand Louis Vuitton, Missoni, Armani, Roberto Cavalli, Fendi, Miu Miu, Gucci, Yves St Laurent, Givenchy, and Lancome. Model Anja Rubik Prev 1 2 Next Full Story
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The four advertisements symbolically illustrate the fact that the fashion is original and the L.12.12 Polo is a must-have for casual style, away from traditional fashion and conventional dogma. For LACOSTE, there is no need to stick to the rules if you want to become elegant and comfortable.
The event will be conveyed to the world through posters, the Internet and iPad. 
Anja of Polish origin has appeared on the covers of famous magazines such as Elle, Vogue, Numéro, Flair, Russh, and Nylon.
She is also the major fashion houses have done model: Givenchy, Chloé, christian Dior, Hermès, Chanel, Louis Vuitton, Gucci, and Prada.
When classical elegance became popular, René Lacoste removed the sleeves in the design, completely changed the fabric, giving the athlete greater freedom and a new look. In order to make the comfort of the clothes unyielding on the requirements of the style, he created a completely new concept: sports casual wear.