Lacoste celebrates Ramadan 2025 with a bold fusion of tradition and innovation. Infused with Artificial Intelligence (AI), the campaign reimagines the brand’s French Fashion Sport heritage through a modern lens. Featuring Refal Hady and Dewi Paramita, it captures the essence of togetherness in an elegant, effortless style.
Refal Hady, a celebrated actor, is known for his effortless style and versatility, while Parramita Dewi, a rising fashion influencer, captivates with her chic yet approachable elegance. Their authentic connection to the community makes them the perfect figures to bring Lacoste’s Ramadan campaign to life in Indonesia.
In 2025, AI transforms brand storytelling, and Lacoste harnesses this innovation to create dynamic, immersive visuals. Inspired by the desert’s tranquility and radiant hues, the campaign places tennis—Lacoste’s core identity—at its heart. A palette of turquoise and orange evokes Iftar’s twilight, while a crescent moon reflects Ramadan’s spiritual essence.
By seamlessly blending AI-driven creativity with tradition, Lacoste reimagines the Ramadan experience, preserving its sport-chic heritage while forging deeper connections with its audience.
Lacoste presents a curated selection from its Spring Summer 2025 collection, designed for every occasion—from family gatherings to moments of reflection. Featuring light silhouettes, warm hues, and signature details, the collection blends comfort with effortless style.
The campaign will be showcased across all Lacoste boutiques in Indonesia and digital flagship at www.lacoste.com/id, featuring Ramadan-themed window displays and interactive in-store elements. Each visit becomes more than just a shopping experience—it’s an opportunity to immerse in the essence of Ramadan in Lacoste’s world.