LACOSTE

LACOSTE is one of the few legacy fashion houses that still feels completely legible inside contemporary pop culture. Founded in 1933 by tennis champion René Lacoste and André Gillier, the brand turned sportswear into luxury shorthand with the original polo shirt and the crocodile logo, then spent the decades after building a business that could move between court heritage, casualwear, and premium fashion without losing its shape.

That flexibility is exactly why LACOSTE keeps landing in K-pop. The house has used artists like Kai, Ahn Yujin, and ILLIT to connect its French-sport DNA to a younger global audience, and it has done it without flattening the brand into trend-chasing. The fit still starts from clean silhouettes, knitwear, polos, outerwear, and a recognizable color language. The celebrity layer simply gives that vocabulary more reach.

What makes LACOSTE relevant in entertainment coverage is not just ambassador volume. It is the way the brand keeps its heritage intact while staying active in the modern image economy. That balance has kept the crocodile credible across fashion week, retail, sports, and pop-star campaign culture for nearly a century.