For S/S11, Lacoste is taking a new direction with its creativity by launching a contemporary spin - Lacoste L!VE - as a reinterpretation of their classic style. Taking their traditional love of colour, they've created a new range of optical art whilst polo shirts and tees come in pastels and muted watercolours. The new campaign was shot over 24 hours in Paris by photographer Cobrasnake, whilst the new collection will be launching at London's Newburgh Street this March.

Lacoste L!VE, 13 Newburgh Street, London, W1