8TH JUNE, 2022

Global Star Jeon Somi, The New Lacoste Brand Ambassador

LACOSTE is pleased to announce that global star Jeon Somi becomes the new brand ambassador.

Jeon Somi

LACOSTE is pleased to announce that global star Jeon Somi becomes the new brand ambassador. As the new brand ambassador of LACOSTE, she will present a dynamic yet elegant style on/off the court. In celebration, LACOSTE is going to show creative visuals with fashion & culture magazine DAZED KOREA. Delivering an 'OURNESS' message, the project blends Jeon Somi's uniquely stylish and healthy image with LACOSTE's new fashion-sport silhouette in an active and elegant style.

Jeon Somi wearing Lacoste for women

In the project, Jeon Somi perfectly embodied bra top, track pants, dress, windbreaker, and various other items in her styles and LACOSTE's new look on/off the court. Fashion-sport is LACOSTE's new silhouette launched in 2022 based on the brand's strong sports DNA created by ‘Louise Trotter’, the creative director of LACOSTE.

As the new brand ambassador, Jeon Somi said "I love the colorfulness of Lacoste. To me, it represents different ages, races, and genders uniting together! We are one. I am really glad that I am able to communicate this story as the brand ambassador and look forward to the exciting journey with Lacoste.”

Jeon Somi wearing Lacoste green polo and Lacoste clothes for women

Jeon Somi is the final winner in season one of 'Produce 101', which is famous K-POP audition program. As a solo performer, she is drawing a huge spotlight from around the world with her amazing talent as a singer and dancer. Her most popular songs include 'DUMB DUMB' and 'XOXO'. She has more than 14 million followers on Instagram, which demonstrates her power as a K-POP idol. 

Meanwhile, DAZED KOREA's creative contents that embrace Jeon's bright and elegant self as LACOSTE brand ambassador will be unveiled in June with a special edition of DAZED and its digital platforms together with LACOSTE's official brand channel. A special edition that comes with Jeon Somi's photobook in Lacoste and Lacoste paper toy friends will come in a limited edition.

Jeon Somi joining Lacoste


The wardrobe for this new look is designed as a stylish fashion-sport uniform.

Trench coats, bras, dresses, shirts, and accessories; the unisex pieces are developed in a colour palette that juxtaposes bright shades (fluorescent green, pale yellow, brick orange) with softer hues (pastel pink, white and cream). The ensemble is boosted by contrasting stitching, sports-inspired features (card pockets on the forearm, drawstrings, heat-welded fastenings) as well as technical materials, all coming together to ensure optimal freedom of movement.

Discover the new Lacoste fashion-sport silhouette, coming soon.


<DAZED> KOREA @Dazedkorea

Model Jeon Somi @somsomi0309

Director Oh Yura @oh.yura

Editor Ahn Doohyun @ahndoohyun

Text Lee Hyunjun @yi_hyunjun

Fashion Geeeun @onlygeeeun

Photography Kim Heejune @kimheejune

Art Song Yuli @yulii_daa

Film Studio L’extreme @studio.lextreme (Na Seunggwon @ssevngg, Lee Yunkyun @kyunyunlee_, Woo Junhee @xxcelsiorr)

Hair Lee Iljung @iljung_lee

Makeup Pony @ponysmakeup

Nail Park Eunkyung at Unistella @nail_unistella

Set Yoo Yeojung @yyjung23

Assistant Park Heeduk @heeduk.park

All creative assets were created by DAZED KOREA


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