Paris is arguably one of the world’s most beloved destinations. Attracting visitors from both near and far, the City of Light always has something noteworthy going on. Last weekend was no different as the worlds of fashion and gaming collided at an exclusive event just steps away from the Louvre Museum.
With influencers AtomicMari, SMajor, Shubble, and Broky Brawks in attendance, the Lacoste x Minecraft collaboration officially dropped this past Saturday at ESpot—an up-and-coming gaming venue right in the heart of the first arrondissement. “Gaming is universal, it transcends cultures and language much like fashion,” AtomicMari tells Complex. “The fact that a place like this is popular and smack in the middle of Paris is unreal. There are super-old buildings next door and this event at [ESpot] looks like something out of the future, I think that’s where everything is going.”
Having the launch event take place in Paris not only had significance for Lacoste as an iconic French-based brand, but also for many of the Minecraft gamers in attendance. “I spend a lot of time building and storytelling in the game so coming to Paris with all the architecture has been so inspiring,” SMajor shares. “You tend to fall into a build style that works for you and you end up doing the same stuff over and over again. Going into IRL places where there are so many building styles pushes me to do something I haven’t done.”
Reaching new heights both digitally and IRL is part of the reason why these two powerhouses teamed up. “Minecraft is a video game at heart, but we’ve really evolved into an entertainment brand,” says Minecraft Global Marketing Director Katie Penza. “The players are very passionate and they like to engage with the brand in a variety of ways… both inside and outside of the game. Our community loves unexpected collaborations such as this one with Lacoste and that’s something they’re constantly asking to see more of.”
In addition to the release of the capsule collection, which features elevated athleisure wear like hoodies, crop tops, backpacks, and much more, the drop also includes a full in-game experience. Gamers now have access to Lacoste’s Croco Island Minecraft map, which includes multiplayer tennis games, a digital version of the French heritage brand’s store, and other mini adventures you won’t be able to stop playing.
As a company that’s been in the game for nearly 90 years, Lacoste has established itself as a brand that continues to evolve with its audience. This Minecraft partnership is just the latest example of that creative spirit and desire to reach people where they are. “We, along with Minecraft, believe we can build a better world through play,” Lacoste Creative Director Louise Trotter says. “Connecting with new communities and spreading joy is really the key for us.”
