Lacoste and LAMAREL Turn St. Moritz Into a Lakeside Runway for Their 20-Piece Capsule Collection

Held from August 3 to 5, the gathering placed a small group of Lacoste and LAMAREL team members, influencers and brand friends in one of Switzerland’s most recognisable alpine settings.

Instead of introducing the collaboration through a conventional lookbook alone, the two brands created an environment that reflected the collection’s sport, travel and lifestyle references. The choice of St. Moritz was deliberate.

LAMAREL has previously used the destination for its Vacations experiences, and the Alpine resort fits naturally with the brand’s refined take on knitwear. For this collaboration, the setting also gave Lacoste a way to bring its tennis identity into a location associated with lakes, mountain leisure and international travel.

Guests began with lakeside tennis training, a direct connection to Lacoste’s sporting roots. The French brand was founded in 1933 by tennis champion René Lacoste, whose nickname, “the Crocodile,” became one of fashion’s most recognisable emblems…