Pierre Gasly Joins Lacoste as Recent Global Brand Ambassador

Pierre Gasly, the Alpine Formula 1 driver, is expanding his influence in the fashion world by becoming a brand ambassador for the French fashion house Lacoste. This partnership marks a significant move for the 30-year-old driver, who has competed for the BWT Alpine F1 team since 2023, as he bridges the gap between high-performance motorsport and luxury sportswear.

The Face of an Icon: The L.12.12 Polo

As a primary component of his new role, Gasly will serve as the face of the famous Lacoste polo shirt. Gasly described the garment as the brand’s “strongest expression,” noting that the piece originated on the tennis court to become a “symbol of effortless elegance.”

According to WWD, the piqué polo shirt was originally invented in the 1930s by founder René Lacoste to provide a more comfortable alternative to the traditional styles worn by players at the time. Gasly noted that the brand has successfully transformed this sporting heritage into a contemporary vision of style.

A Synergy of Performance and Tenacity

The partnership is rooted in shared values of excellence and athletic discipline. Eric Vallat, the chief executive officer of Lacoste, stated that Gasly “perfectly embodies the spirit of performance and tenacity” that has defined the brand since its inception.

Vallat highlighted several key reasons for the collaboration, including:

• International Career: Gasly’s global reach as an F1 driver aligns with Lacoste’s international presence.
• High Standards: The driver’s commitment to precision reflects the Maison’s own quality standards.
• Sporting Affinity: Gasly’s passion for disciplines such as tennis and golf strongly resonates with the Lacoste universe.

Paving the Way for F1 Fashion

Gasly’s move into the fashion spotlight is part of a broader trend within the Formula 1 paddock. The driver has previously expressed his admiration for Lewis Hamilton, crediting him for paving the way for younger drivers to explore fashion. In a 2023 interview with Sky Sports F1, Gasly remarked that without Hamilton’s influence, the current landscape for drivers in the fashion world would be different.

This ambassadorship is the first of several projects planned between Gasly and the brand, which are expected to be unveiled in the coming months.

Key Takeaways

• New Role: Pierre Gasly is now an official brand ambassador for Lacoste.
• Primary Focus: He will be the face of the iconic L.12.12 polo shirt.
• Brand Alignment: Lacoste CEO Eric Vallat cited Gasly’s tenacity and love for tennis and golf as key drivers for the partnership.
• Future Outlook: This is the first of multiple upcoming projects between the driver and the fashion house.

Frequently Asked Questions

Which F1 team does Pierre Gasly drive for?

Pierre Gasly has been competing for the BWT Alpine F1 team since 2023.

What specific Lacoste product is Pierre Gasly promoting?

Gasly is the face of the iconic L.12.12 polo shirt, which he describes as a symbol of effortless elegance born on the tennis court.

Why did Lacoste choose Pierre Gasly as an ambassador?

CEO Eric Vallat stated that Gasly embodies performance and tenacity, and his affinity for sports like golf and tennis aligns with the brand’s heritage.