We were due for another creative director shakeup: On Wednesday, Felipe Oliveira Baptista has stepped down from his creative director role at Lacoste. Baptista joined the French fashion brand in 2010.
"Felipe has participated over the last 8 years, in the writing of a key chapter in the history of Lacoste," said Thierry Guibert, CEO of Lacoste Group, in an official statement. "We are very grateful to him for contributing to the artistic and commercial development of our brand. A new stage will now open and I am extremely confident in the future successes of our brand, emblematic of French know-how and elegance. We wish Felipe every success in his next projects."
In an interview with Guibert, Lacoste has been making strategic decisions — collaborating with Supreme, opening new stores and joining Paris Fashion Week — to stay relevant. "I asked my team to focus on the main assets of the brand because I thought that, before, the customers did not see exactly what we are doing," said Guibert to Fashionista. "Is it a fashion brand? Is it a sport brand? We focus on two main assets: sport elegance and Frenchness."
Lacoste's in-house team will design the Spring 2019 collection as it transitions seasons without a creative director. In the coming months, we can expect "a new organization of the creative direction of the brand." As we wait patiently to find out who exactly will take on Lacoste's next phase, we'll be turning to our latest cheat sheet of creative directors to make some guesses.