On January 27, French premium fashion-sports brand Lacoste revealed its latest underwear campaign starring American actor Taylor Zakhar Perez.
The campaign marks the newest chapter in Lacoste’s ongoing collaboration with Perez, who has served as the face of the brand’s underwear campaigns for two consecutive years since being appointed brand ambassador in January 2025. Through visuals that blend a vintage sensibility with a contemporary edge, the campaign highlights Lacoste’s enduring heritage alongside its evolving creative vision.
Commenting on the campaign, Taylor Zakhar Perez said: “This past year, walking alongside Lacoste through its shows, cultural moments, and special projects has been an incredibly meaningful experience for me. Every collaboration has been driven by clear intention, and that playful, dynamic energy has come together in this campaign. It feels intimate, powerful, and honest. To me, it’s a bold, modern reinterpretation of confidence, craftsmanship, and the quiet strength embedded in Lacoste’s heritage. I’m deeply grateful to Lacoste for the trust and creative freedom they’ve given me over the past year. I quietly hope this campaign leads people into those natural, liberated ‘private moments.’”
Campaign Visuals Infused with French Flair
The campaign was shot at a gym in Paris. Photographer Angelo Pennetta captured Taylor Zakhar Perez in a locker room setting—an everyday space for athletes and a symbolic environment where tension and focus converge just before performance, uniting mind and body.
The campaign film was directed by Simon Cahn, with styling by Jason Bolden. By skillfully weaving humor into a refined visual language, the team elevates the campaign into an expression of French flair that embodies Lacoste’s DNA.
Featuring silhouettes that balance classic elegance with a modern sensibility, the collection transcends the conventional boundaries of underwear, clearly outlining Lacoste’s vision for its next icon.
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