Lacoste has just released its Spring 2014 campaign and seriously, we think we might be ill. It’s not that the campaign is poorly done or anything — quite the contrary. The models and clothes look lovely; the colors, serene. But it’s giving us may-jor vertigo.
Titled “Life Is a Beautiful Sport” (or in Dhani’s words, “Life is a beautiful sport… until you fall and die”), the dizzying ads, which were “created” by photog Jason Sutton — we’re gonna assume there was some major post-production involved here — sees models Kati Nescher and Roch Barbot engaging in various leisurely activities atop terrifyingly tall places in New York City: A street lamp, the ledge of a skyscraper, the upper cable of a suspension bridge. Holy hyperventilation.
Lacoste describes the campaign’s concept as “poetically portray[ing] men and women elegantly proceeding ‘above’ the city and life’s tribulations.” We see it more as… Ach gahd can someone please spare a paper bag??