Lacoste's unexpected popularity in São Paulo's outskirts Neguinho De Favela, Samir Bertoli and Amanda Adász’s latest editorial reflects on the cultural impact of the brand in Brazil
In the collective imagination, there's not a clear and immediate connection between the outskirts of São Paulo, one of the most populous cities in Brazil, and Lacoste, the brand that boasts a privileged relationship with the history of sports and is the symbol of a sophisticated and purely European aesthetic.
Therefore, the editorial Troop of Lacoste was born from the necessity that creative directors and stylist Neguinho De Favela and Samir Bertoli felt to portray what a stable process of marginalization is able to do: create a new identity of concept about what is fashion. Showing the artistic way, by the hand of photographer Amanda Adász, as it resignifies and consumes fashion in the outskirts of São Paulo. Here Lacoste is in fact the most used fashion brand, despite not being the most accessible label on the market, both for its price and also for the actual places where it's sold. Nevertheless, the number of Lacosteiros (a term used in Brazil to define those addicted to Lacoste) is outstanding and keeps growing, representing an important part of the country's streetwear scene.
Amanda Adász, Neguinho De Favela and Samir Bertoli’s editorial shows how culture and fashion are closely connected and intertwined, one influencing the other, giving life to unique subcultures and phenomena.
