To embrace the upcoming Chinese New Year of the Dragon, Lacoste, the French fashion sport brand, continues to incorporate ‘Chinese creativity’ into its design essence and introduces the 2024 Chinese New Year collection with a new ICON design featuring “Crocodile and Dragon dance”. 

Lacoste celebrates the festival with a series of creative short films to create trendy urban styles and a Chinese New Year atmosphere. These films capture intriguing stories of dragons from Lacoste’s perspective, wishing for peace, prosperity and happiness for Lacoste fans.

Dragons are distinctive in Chinese traditional culture, endowed with various symbols and meanings. By personifying the famous “crocodile” as a young child anticipating the New Year and drawing inspiration from folk dragon dance performances and childhood memories, LACOSTE unleashes the creative part of the brand’s DNA and creates a creative and engaging crocodile dancing origami dragon. 

The “Crocodile and Dragon dance” pixel style is incorporated into the fashion products of LACOSTE’s New Year Collection and brings a joyful new year vibe. The 2D pixel style gives the crocodile a sense of playfulness, and the black and red color scheme, in line with the dragon’s meaning of “honor and good fortune,” is used to create overlapping and alternating classic full-print or individual ICON styles to revitalize jackets, sweatshirts, classic polo shirts. French genes of the brand render a new style of the festival, infusing the trend into the classic designs, and brings vitality to the new year.