Jacquemus returned to Monte-Carlo Beach for a second summer, and the return is the most significant thing about it. One season is a collaboration. Two seasons is the beginning of a tradition. The banana yellow gave way to mint blue, coconut white and graphic black. The palette changed; the commitment deepened. This is what a brand ritual looks like in formation, and the most durable brand associations are never built in a single season.

Lacoste steps into hospitality with Le Café Lacoste in Monaco — a refined fusion of sport-chic design, French bistronomy, and brand heritage. Set by the sea at Le Méridien Beach Plaza, the café blends tennis-inspired interiors, signature dishes, and exclusive cocktails like Le Chose to deliver an immersive lifestyle experience. With plans to expand globally, this marks Lacoste’s bold evolution from fashion brand to cultural icon — one elegant, crocodile-stamped plate at a tim