Summary:
- Taylor Zakhar Perez continues as Lacoste brand ambassador for the label's new underwear campaign
- Angelo Pennetta photographed the campaign in a Paris gym locker room
- Jason Bolden styled the shoot, blending contemporary fashion with heritage elements
Lacoste released its latest underwear campaign with Taylor Zakhar Perez earlier this month. The American actor joined the brand as an ambassador in early 2025. This marks his second appearance in promotional material for the French label.
Perez spoke about his work with the company over the past year. He said the collaboration holds personal significance for him. The actor mentioned the campaign focuses on intimacy and honesty in its approach. He referenced Lacoste's history while pointing to a contemporary interpretation of the brand's identity. Perez noted he wants the images to resonate with viewers on a personal level.
Angelo Pennetta photographed the campaign in Paris. The shoot took place inside a gym locker room. Pennetta chose this location to connect with athletic preparation and the private rituals athletes perform before competition. The setting creates a backdrop that feels familiar and specific rather than abstract.
Jason Bolden handled styling for the project. His work brings together current fashion sensibilities with elements that reference Lacoste's past. The styling suggests a direction for where the underwear line might head in coming seasons. Bolden's choices reflect an understanding of both contemporary tastes and the brand's established visual language.
The locker room environment plays a central role in the campaign's visual narrative. This space represents transition and focus. Athletes use locker rooms to mentally prepare and physically ready themselves. The campaign draws on these associations without making them explicit.
Perez appears in various pieces from the underwear collection throughout the shoot. The photographs present him in moments that feel observational rather than posed. Pennetta's lens captures the actor in states of preparation and rest. The lighting and composition stay minimal. This approach lets the product and the setting speak without additional decoration.
The campaign rollout includes print and digital placements. Lacoste distributed the images through its social channels and website. Select fashion publications also featured the photographs. The brand timed the release to align with its broader spring product launches.
Perez's casting makes sense within Lacoste's recent direction. The brand has worked with actors and athletes who bring both public recognition and specific aesthetic qualities. Perez fits this profile. His previous film work includes romantic comedies and ensemble dramas. He maintains a social media presence that connects with younger audiences.
The underwear line itself sits within Lacoste's broader expansion beyond tennis wear and polo shirts. The company has pushed into new categories over recent years. Underwear represents one area where heritage sportswear brands compete with specialist labels and fast fashion retailers. Lacoste positions its offering somewhere between everyday basics and premium loungewear.
Bolden's styling incorporates pieces beyond the underwear itself. Some shots show Perez in robes or athletic wear that complement the core products. This creates a fuller picture of how the underwear fits into daily routines. The styling stops short of showing complete outfits. The focus stays on the intimate apparel and the moments around getting dressed or undressed.
Pennetta brings experience from editorial and commercial work to the project. His portfolio includes campaigns for other fashion houses and spreads in major magazines. His style tends toward naturalism with controlled environments. The Lacoste campaign reflects this sensibility. Nothing feels spontaneous, but nothing feels overly constructed either.
The Paris location ties the campaign to Lacoste's French origins. The brand was founded in 1933 by tennis player René Lacoste. While the company now operates globally, it maintains connections to its French heritage in marketing and product development. Shooting in Paris reinforces these ties without making them the central message.
This campaign follows typical patterns in underwear advertising. Brands often use gyms, bedrooms, or minimal studio settings. They cast actors or models with athletic builds. The photography aims for a balance between aspiration and relatability. Lacoste's version of this formula stays close to industry standards while adding specific touches through location choice and creative team selection.
Kristin Kaye
Insatiably curious about human expression, she immerses herself in literature, theater, art, and dance. Her academic journey led to degrees in Modern Literature, where she delved into The Furioso, and Historical Sciences with a focus on Contemporary History. Her studies took her to the prestigious Erasmus University Rotterdam, broadening her international perspective.
Her passion for culture isn't confined to personal enjoyment—it spills onto the pages of various publications. There, she explores not only artistic endeavors but also civil rights issues and the myriad ways human culture manifests itself. For her, writing about these topics isn't just a profession; it's an irresistible calling that stems from her deep-seated fascination with the human experience.