Christophe Lemaire

Christophe was born in Besancon, France in 1965. The designer was at the head of the department of haute couture and pret-a-porter of Christian Lacroix before deciding to create his own label in 1990. Then, after Spring and Summer Collection 2002, he has been chosen creative director of Lacoste as Giles Rosier’s successor.

The main task the stylist received was to develop a new image of the company to attract new and younger buyers without losing old ones. And as all his collections had been a total success since 2002, Lacoste made a right choice. Lemaire expanded Lacoste clothing line with new collection of yachting wear developed exclusively for the skipper Loick Peyron. He brought new blood into the company, having colored classically white sporty tennis skirts, collegiate sweaters, piqued polos, and brought Lacoste back onto fashion scene.

Lacoste label was founded in 1930 by famous tennis player Rene Lacoste. He chose the embroidered crocodile as a trademark because he once bet with the captain of the Davis Cup team for his alligator skin suitcase and won. Since then alligator gains victory for the firm in fashion race. Among people who wore the label are president Eisenhower, Jack Kennedy, Georges Pompidou and Audrey Hepburn.

Lemaire presented a new men’s wear collection for Spring/Summer 2004 in 2003. The line had a commercial success and was oriented on average buyer.