LACOSTE LAUNCHES A SOLIDARITY SHIRT TO THANK THE COVID-19 VOLUNTEERS
- By Allen Tolentino
- 4 years ago in FASHION NEWS
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The fashion industry has been greatly affected and took some of the strongest blow by the recent COVID-19 Pandemic. But there is no way these fashion brands will succumb to the distraught the pandemic has caused them.
Lacoste is one of the brands to launch a specialized campaign to help health workers and volunteers affected greatly by COVID-19. With L12.12 Polo Merci, a limited edition solidarity product proceeds of the collection will be donated to international partner associations that have worked in this health crisis to help and thank the unfailing commitment of their volunteers.
Since December 2019, the world has been confronted with the Covid-19 epidemic, which is accompanied by an unprecedented social and economic crisis. Louise Trotter, Creative Director of Lacoste since 2019, has designed an exclusive limited-edition polo called the “L12.12 Polo Merci”. Faced with the importance to take action and support the crisis, this product shows the brand’s commitment to the volunteers throughout the crisis.
Historically the Lacoste polo has always located its crocodile in place of the heart, a symbolic reference to Lacoste’s values. In a mark of solidarity, the brand is embroidering a heart around its iconic emblem. For it is those who dare, who take care of others. The volunteers in the Lacoste factories who work in the production of masks and the tenacious people on the front line who represent a strong collective spirit to help the most fragile. All those who are determined to help the most vulnerable in this Covid-19 crisis. The turnover from each sale of this “L12.12 Polo Merci” will be donated in full to the Lacoste Fund, which will support the actions of the International Federation of Red Cross and Red Crescent around the world.
This action is in line with citizen commitments made by Lacoste since the beginning of the crisis and responds to its willingness to participate in the collective effort in the fight against Covid-19. Since March, thanks to the voluntary commitment of its employees, Lacoste has made more than 200,000 fabric masks in its factories in France and Argentina. Almost all of them have been distributed to local authorities and stakeholders.
The “L12.12 Polo Merci” is in line with the brand’s continued commitment to this unprecedented health crisis. This solidarity action illustrates how fashion can, at its own level, act in solidarity to serve the most exposed people” specifies Thierry Guibert, Lacoste CEO.
Reinterpreting the iconic Lacoste polo shirt by wrapping it in a simple red heart seemed to us the best way to show our admiration for those committed to saving lives during this pandemic adds Louise Trotter, Lacoste Creative Director.
The “L12.12 Polo Merci “ will be available from May 28th in Europe and from 1st June in the rest of the world in some Lacoste stores and on lacoste.com.
The polo retails at P7,250 and available only in the following Metro Manila stores: Alabang Town Center, Greenbelt 5, Solaire, SM Megamall, Trinoma, and lacoste.com.ph.
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Allen Tolentino
Allen Tolentino, a Marketing and Advertising professional who loves writing about shoes, movies, music, and photography. He's been in the business for three years and is currently working as a CRM and Strategic Marketing Coordinator.
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