Lacoste: Unconventional Chic

Posted by , 30 August 2006

Lacoste: Unconventional Chic


Fashion is about following the herd. Style is knowing what to do with it to make it your own. That’s the idea behind Lacoste’s new Unconventional Chic campaign...

...that, as the world’s best-dressed men know, 'challenging the norm’ is the best way to create a look that’s yours alone. This, after all, is what tennis champ Rene Lacoste did when he founded the company back in 1927.

While the competition played in heavy shirt-sleeves, he came up with the smart but easy pique polo shirt, and invented a menswear icon in the process. It was cool in every sense.

It still is. To celebrate this unconventional brand, FHM goes behind the scenes of its own shoot to catch the many looks of Lacoste in action on our unusually chic production team.


Birmingham: The Bullring

Derby: Westfield

Dudley: Merry Hill Centre

Essex: Bluewater

Glasgow: Princes Square

Kent: Lakeside

Leeds: The Headrow

Leicester: Highcross

Liverpool: Paradise Street

London: Knightsbridge, Regent Street, Westfield, Newburgh Street, Brent Cross

Manchester: Trafford Centre, New Cathedral Street

Nottingham: Victoria Street

Newcastle: Metro Centre

Sheffield: Meadowhall

For more information visit or call 020 7439 2213

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