by Ada Maria Francesca Romeo
Photographed by Rafael Moura, Lacoste’s new Rio de Janeiro campaign celebrates craftsmanship and the enduring legacy of its iconic crocodile logo, proving creativity can shine without AI.
Lacoste has unveiled a new summer campaign set on the beaches of Rio de Janeiro, standing out not only for its striking visuals but also for the creative process behind it. At a time when spectacular imagery is often assumed to be AI-generated, the brand instead celebrates craftsmanship: the campaign’s giant sand crocodiles were created by Brazilian sand artist Rogean Rodrigues, one of the country’s most renowned sculptors.
Photographed by Rafael Moura, the campaign places the crocodile, Lacoste‘s iconic emblem and longstanding symbol, at the heart of the story. Its origins date back to 1923, when René Lacoste, then a young tennis player competing in Boston, was nicknamed “The Crocodile” by an American journalist for his tenacity on the court. The nickname quickly became part of his identity, and Lacoste asked his friend and designer Robert George to embroider a small crocodile onto the jacket he wore before matches.
That seemingly simple gesture marked a turning point in the history of fashion and branding. When Lacoste founded the brand in 1933, it became the first fashion label to prominently display its logo on a garment, transforming a personal symbol into one of the world’s most recognizable brand identities.
Today, the crocodile continues to embody the brand’s values of determination, authenticity, and timeless style. Originally rooted in sportswear, the emblem has accompanied Lacoste’s expansion into lifestyle apparel, fragrances, and accessories, becoming one of the most iconic logos in contemporary fashion. The new Rio de Janeiro campaign celebrates this legacy, proving that creativity, craftsmanship, and a strong brand identity can still captivate audiences without relying on artificial intelligence.