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Life Is a Beautiful Sport

Whether posing nonchalantly on the top of a street-lamp, or on the very edge of a sky-scraper’s rooftop, the models in Lacoste’s new Spring / Summer 2014 campaign appear quite comfortable with exploring daring heights.

Photographed by Jacob Sutton in New York, the campaign highlights Lacoste’s new slogan Life is a Beautiful Sport. In an official statement released by the brand, José Luis Duran, Lacoste’s Chief Executive Officer, said that the campaign is meant to reflect “life, movement, joy, optimism, sport, and fair play.”

The campaign will be followed by a short clip to be aired in France during the upcoming Sochi Winter Olympics broadcast this month, before being released worldwide in March. Directed by British director Seb Edwards, the fashion flick stars French actor Paul Hamy and British model Anna Brewster.

www.lacoste.com/livebeautifully

—Elisabeta Tudor

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