To celebrate the launch of the new Eau de Lacoste L12.12 men’s fragrance, Lacoste’s PR agency came up with a rather clever (and fun) ruse: customize a classic L 12.12 Polo shirt to express your own vision of ‘unconventional chic’, blog a picture of it and be in with the chance of winning a prize.
Now, I don’t normally submit to this kind of subtle arm-twisting from PRs but on this occasion I am giving it a whirl, in essence because I happen to love the L12. 12 shirt.
And above you can see my own exciting interpretation of ‘unconventional chic’. Oh, I know what you’re thinking: that’s just a ordinary white L12.12 Lacoste polo shirt! You’re thinking that I haven’t customized, tampered, styled or accessorised it any in way. That I haven’t put a fabric pen near it, haven’t ripped it up, reversed it or drawn a giant penis on it to be scary or shocking. Hell, you’re thinking, there’s nothing remotely St Martins about my entry at all!
And you’d be right. I haven’t touched one bit. Why? Well, not through a lack of imagination (honestly) but because, for me ,the Lacoste L12.12 Polo shirt is unconventional chic just as it is. In fact, it is the very definition of unconventional chic. It was back in the late Twenties when French tennis champ René Lacoste first wore it (creating a sensation by doing so) and it still is now.
The shirt did much more than defy tennis etiquette, though, it heralded a new dawn in contemporary sportswear. It was quintessentially Lacoste – unconventional, daring and effortlessly stylish. At the height of his powers Lacoste’s game (not to mention his legendary perfectionism) was unmatched too. So in that spirit, I can’t honestly see how I can improve on his most famous fashion creation.
Oh I know it’s a cheeky to approach the competition in this way but Lacoste himself challenged the rules at almost every turn – and look where it got him! So my definition of Unconventional Chic is the Lacoste L12.12 Polo shirt just as it is – simple but never plain, fashionable but never flash, history-making but never history.
Having said all that if, like me, you’re a man of a certain age, opt for the darker colours. The pale ones make your manboobs look massive.