French sportswear brand Lacoste has entered the world of movies for the first time through a partnership with French director Cédric Jimenez. Lacoste has co-produced Jimenez’s latest blockbuster, titled Chien 51, which reportedly has a total budget of €42 million. The film features Louis Garrel, Gilles Lellouche and Adèle Exarchopoulos, who is also a Lacoste ambassador.
Chien 51 is a thriller and takes place in Paris in the year 2045. Artificial intelligence controls the city. A murder, drones everywhere and a case that spins out of control. Lacoste makes its mark in the movie through an especially co-created scene, imagining how the brand could exist in this futuristic world. Lacoste also designed the outfit for French rapper Lala&Ce. The artist wears an exclusive jacket which is the first of a 51-piece limited edition, available at Lacoste Arena and throughout Paris from October 15.
To celebrate its first film co-production, Lacoste hosted a special event at the Cannes Film Festival this spring, with the cast and crew of Chien 51. Adèle Exarchopoulos and Cédric Jimenez later made a striking entrance at the Venice Film Festival this summer for the premiere of the film, wearing custom Lacoste creations designed by Pelagia Kolotouros.
