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1st prize: Sabba Keynejad

Lacoste x CSM for L.12.12

The French fashion label celebrates creativity and launches its latest fragrance in the series: Rouge

Celebrating the first anniversary of the Eau de Lacoste L.12.12 fragrances, available in different-smelling white, blue and green elixirs, Lacoste introduce a fourth scent: Rouge, symbolising energy, with the iconic L.12.12 Lacoste polo, created in 1927 by tennis player René Lacoste – the same underlying inspiration. Marking the launch of the fragrance, design director Christophe Pillet invited Central Saint Martins students to create campaign visuals inspired by the collection – and held a prize-giving at London's Hospital Club announcing the results. Dazed Digital sat down with Pillet to talk scents and sensibility...

Dazed Digital: The L.12.12 fragrance is inspired by the Lacoste polo shirt of the same name. What makes it such an iconic item?
Christophe Pillet:
The polo shirt is really the icon of the Lacoste brand. Not because we decided, because it has all the values of Lacoste – the simplicity, the innovation, invented for very practical reasons and not just for stylish reasons. Efficiency and playfulness are some of the fundamental values of the brand. And this fragrance and this bottle are exactly expressing the same things, just not in a polo shirt. Warm, sunny and elegant, fresh simplicity.

Dazed Digital: Do you personally have favourite visuals created by the CSM students of L.12.12?
Christophe Pillet:
It's difficult because, as this is a competition, there has to be a winner. But I must say my personal choice is perfectly in line with the order of prizegiving. The winner, Sabba Keynejad, kept calling out to me and went one stage beyond, not just keeping this on the side of the graphic, but making a video too.

Dazed Digital: Will there be more colours of the fragrance in future?
Christophe Pillet:
There is a launch coming next year with another. We want to keep this precious idea of the polo in a bottle, the uniqueness of it.