THE STARTING POINT
Back in April, Lacoste named Pierre Gasly as brand ambassador. A natural fit between performance and French elegance, reaching a global audience through the lens of Formula 1® and fashion.
Gasly initially embodied Lacoste's iconic polo — the first of a series of projects to unfold, as the partnership was built with room to grow.
THE COLLABORATION
In June, Lacoste and Alpine Cars took it further with a special collaboration. Both brands co-created a one-off rally car, accompanied by a capsule collection. Two identities merged into one story, brought to life by Pierre Gasly and actor Pierre Niney.
The campaign video featured both Frenchmen, marking a step up from ambassadorship to full creative partnership — pairing motorsport with fashion and entertainment in a single project.
THE REVEAL
The car and capsule collection were presented by Gasly and Niney at an exclusive evening in Paris. An event bringing together press, talent, partners and friends of Lacoste and Alpine.
A night designed to carry the story past the announcement itself, turning the collaboration into a cultural moment.
THE BIGGER PICTURE
Beyond a brand partnership, this collaboration reflects how easily motorsport, fashion and culture now converge.
It shows what's possible when a driver's profile extends past performance, turning sporting credibility into cultural relevance, and Formula 1® drivers into genuine lifestyle figures on and off the track.
