Welcome to the story of Bernard Lacoste, a key figure in the evolution of a global fashion brand. Bernard Lacoste was born on June 21, 1931, in France, to the legendary tennis player and businessman René Lacoste. The brand ‘Lacoste,’ recognizable by its iconic crocodile logo, was founded in 1933 by René Lacoste and André Gillier. It all started with a revolutionary design—a comfortable, breathable tennis shirt featuring an embroidered crocodile on the chest, an emblem inspired by René’s nickname ‘The Crocodile.’
Bernard Lacoste took the helm of the family business in 1963. His leadership marked a period of significant expansion. Bernard’s vision was not just about maintaining the legacy of the brand but about growing it into a global powerhouse. He introduced a licensing program that made Lacoste’s products, including the famous polo shirts, available worldwide. This strategy effectively took the brand from a niche sportswear label to an international fashion icon.
Under Bernard’s guidance, Lacoste embraced vibrant colors, moving away from the traditional white, and expanded its product line to include women’s sportswear and accessories. In 1981, the brand opened its first boutique in Paris, marking a new chapter in its retail approach. This move solidified Lacoste’s status as a fashion staple and helped define the ‘preppy’ style that became synonymous with the brand during the 1970s and 1980s.
Despite some downturns in sales, Bernard Lacoste’s strategic decisions, such as hiring designer Christophe Lemaire in 2000, reinvigorated the brand, introducing new designs and a modern stretch piqué polo shirt for women. Bernard’s tenure as president lasted until 2005, when he stepped down due to ill health, passing the leadership to his brother Michel. Bernard Lacoste passed away on March 21, 2006, but his legacy lives on in the brand’s enduring appeal and global presence.
The story of Lacoste is not just about fashion; it is about innovation, adaptation, and the enduring influence of a family dedicated to excellence. From its humble beginnings in France to becoming a symbol of style worldwide, the Lacoste brand continues to evolve, driven by the pioneering spirit of both René and Bernard Lacoste.
