Lacoste’s new #CrocodileInside campaign is solid proof that ’00s nostalgia has reached its tipping point. The video and photo series stars a new cast of brand ambassadors including Novak Djokovic, Chloé Sevigny, A$AP Nast, and Alton Mason, all wearing the iconic crocodile polo in different ways.
Much like the other late ’90s and early 2000s trends we’ve seen recently (think: puka shells, platforms, bucket hats, scrunchies, et al), the Lacoste polo somehow feels modern again. While Paris Hilton may have worn one cropped with a hip-slung skater skirt, Chloé Sevigny matches her oversized polo shirt with an accordion skirt and sneakers. In contrast to the popped collars of 2003, A$AP Nast wears his folded down and unbuttoned.
The new campaign makes the once stuffy shirt look more downtown party scene than uptown vacationer on a boat. I guess if you put something once dead on a counterculture icon, with a little bit of styling, anything can look cool again.
See the #CrocodileInside images below.