Lacoste appoints creative directorTuesday, 31 August 2010
Lacoste has appointed Portuguese designer Felipe Oliveira Baptista as its new creative director.
The 35-year-old designer is due to start on Wednesday, replacing French designer Christophe Lemaire, who has held the post since 2000. Lemaire has moved to the luxury brand Hermes as artistic director of women's wear, replacing Jean-Paul Gaultier.
The Portuguese designer will sign his first collection for Lacoste for summer 2012.
He has presented his own ready-to-wear label in Paris since 2009 as well as several collections as a guest designer on the sidelines of the official haute couture calendar.
His appointment is part of Lacoste's strategy, unveiled this summer, to rejuvenate the brand and give it greater feminine appeal in a bid to spur sales on the Internet and emerging markets like China and Brazil, as well as to win back share of the US market.