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“I love dancing,” exclaims Venus Williams, nodding her head enthusiastically as a local dance crew, clad in crisp white Lacoste, performs at Saint Mary’s Playground in the Bronx. She’s got reason to be excited: it’s the iconic French brand’s 90th anniversary, and as global ambassador, she’s just helped unveil a gorgeous, Lacoste-themed refitting of two tennis courts in the public park.
The refitting of these courts—which feature an eye-catching surface design in pale pink and shades of deep green along with sleekly outfitted viewing areas created in collaboration with the City Parks Foundation—is just one of the many community-oriented celebrations Lacoste has been serving up worldwide in honor of its 90th anniversary. So far, there have been events in Paris, Sao Paulo, and Seoul, with more planned throughout the year.
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But the celebration in New York City, which just so happened to coincide with New York Fashion Week and the US Open, feels especially jubillient—not only because Williams is on hand to lead a series of clinics for local tennis enthusiasts and kids, but because Williams is also wearing a look from her upcoming collaboration EleVen by Venus x Lacoste, set to officially launch on November 8th. And, judging by the oversized pink-and-white striped polo, split-pleated tennis skirt and thigh-grazing socks she’s wearing, it’s definitely going to be very cool.
Not that there was any doubt; Williams has long been known for her bold style—both on and off the court. And, under Lacoste’s newly appointed creative design director Pelagia Kolotouros, she’s in very capable hands. Kolotouros, who oversees the collaboration between the brand’s creative teams and the creative communities and collectives engaged with it, has also been using the 90th anniversary celebrations to unveil her creative vision with new silhouettes worn by Lacoste ambassadors such as Irina Shayk and Devonte Hynes. Kolotouros describes the vibe as a blend of heritage and modernity. “Through these looks, I wanted to revisit the brand s sporting influences through a fashion treatment, while innovating with a more assertive and sensual femininity,” she explains.
All reason to celebrate in style, indeed. But, before Williams heads off to the day’s final event at Manhattan’s chic downtown rooftop 9 Orchard, she’s quick to point out the real reason Lacoste’s 90th anniversary celebration and the freshly redone courts has her so enthused: “It’s not even about what the court is, but about what it’s going to mean—when you build a court, you also have to get the community involved.” As she serves a few balls to the neighborhood kids who have gathered excitedly around her to learn, it’s easy to see exactly what she means.