Lacoste aligns itself with French cinema by co-producing Cédric Jimenez’s ‘Chien 51’

A marketing campaign in all however identify? By co-producing Cédric Jimenez’s newest blockbuster ‘Chien 51’ (finances: €42 million), Lacoste has launched a brand new sort of partnership; introduced final spring and in cinemas now.

Lacoste has quite a few product placements within the movie, launched on October 15, together with the ‘Lacoste’ look of the character performed by Lala &ce, who wears a bomber jacket with a big tone-on-tone crocodile on the again. The padded nylon taffeta garment, with a relaxed minimize and enormous quilted crocodile, was produced in a restricted run of simply 51 pieces- a nod to the connection between the model and the movie.

Above all, this dedication secures helpful credibility for Lacoste by means of its affiliation with main names in French cinema, and has delivered months of heightened red-carpet visibility.

The flagship model of the MF Brands group has made actors one of many pillars of its picture, alongside elite tennis gamers. Pierre Niney has been the face of Lacoste campaigns for a number of years. Moreover, American stars corresponding to Adrien Brody and Michelle Williams attend its Paris exhibits, constantly sporting signature items and drawing the highlight.

But by co-producing ‘Chien 51,’ ​Lacoste has determined to boost the stakes and construct cultural capital, changing into not only a pal of the movie world, however a real participant in it. The dystopian crime thriller has been tailored from Laurent Gaudé’s novel of the identical identify and was dropped at life with Hugo Sélignac, president of Chi-Fou-Mi Productions.

As quickly because the movie was introduced final May, its picture naturally turned entwined with that of Lacoste. Brand ambassador Adèle Exarchopoulos is never seen with out ‘Crocodile’ items, whereas Cédric Jimenez and Gilles Lellouche additionally sport Lacoste appears. This was the case on the unveiling of the primary footage in Cannes final May, for which the manufacturing hosted an occasion, throughout the Roland-Garros match, and once more in June for the Lacoste present. The stars had already attended the earlier present, with Gilles Lellouche sporting the movie’s peroxide-blond hair. Amplified visibility at festivals and the reassurance of red-carpet presence are key: the 82nd Venice Film Festival, on the finish of summer season, supplied one other main showcase with the movie’s presentation. On arrival, Adèle Exarchopoulos wore a backless costume that turned heads.

Through this alignment with the world of cinema (the model had already co-produced the theatre manufacturing La Haine), the ensuing media visibility is each premium and long-term, underpinned by cultural legitimacy. The label, led by Thierry Guibert, is pursuing a method already embraced by luxurious teams. LVMH has created 22 Montaigne Entertainment to help its manufacturers in co-production and co-development initiatives for theatre and movie. The Kering group is likewise making its mark in movie manufacturing: since 2023, Saint Laurent Productions has co-produced a number of main worldwide movies, together with Jacques Audiard’s Emilia Perez, Paolo Sorrentino’s Parthenope, and David Cronenberg’s Les Linceuls.

At a special scale, Ami Paris, whose founder and creative director Alexandre Mattiussi has all the time been near the world of cinema, has additionally launched into co-producing auteur movies. After The Beast in 2023, the model was concerned in Robin Campillo’s Enzo. The model has additionally change into the principal supporter of La Semaine de la Critique throughout the Cannes Film Festival.

The pattern due to this fact appears distinctly French and, past the attraction of financial and monetary incentives such because the movie tax credit score, this method permits manufacturers to attach with new audiences at a time when conventional promoting codecs could also be eroding. It additionally affords fertile floor for growing new content material and enlivening occasion calendars and in-store activations.