In the US Open, the LACOSTE L! VE concept store opened in New York Soho area 134 before the New York fashion week. After the debut of the first store in New York, in the coming months, the LACOSTE L! VE series plans to open more than 60 stores in the world, and will be distributed throughout Paris, London, Berlin and Zurich.

LACOSTE L! VE symbolic "!" symbolizes its unique unique identity.

LACOSTE L! VE is the modern interpretation of classic LACOSTE noble blood and crocodile DNA, designed for consumers who have their own unique views in style, quality and tailoring.

LACOSTE L! VE represents optimism and progress. Products include clothing and footwear, and continue to innovate on the basis of continuity of brand tradition.

At the same time, LACOSTE L! VE also pays tribute to those influential cultural trends, such as the impact of music on fashion.

LACOSTE L! VE store has a new shop concept and seeks a bold balance between innovation and non-traditional fashion.

Instead of the traditional hangers and display cabinets, the design team used modern punched magnet walls to hang merchandise, making the Polo display area smooth and textured.

The wooden floor makes people feel like a high school gymnasium full of retro feeling.

The rolling music table shows the singer's information of the music being played, so that the customer can experience LACOSTE L! VE better in the music world.

LACOSTE L! VE will show the latest polo in the city centre, fashionable avant-garde tide shoes and the new interpretation of the classic crocodile. The bright and bright colors of brand names are reflected in all products.

These new products will be available at LACOSTE L! VE store, LACOSTE flagship store and LACOSTE online store, including men's sports range and footwear.

The new women's wear series will be unveiled in autumn and winter 2011.

The new store will make a strong distinction between LACOSTE L! VE and LACOSTE's Sport, Sportswear and Club series.