Instagram rollout: Lacoste NYC Flagship

I wrote the Instagram rollout suite announcing Lacoste’s arrival in New York with its Fifth Avenue flagship, collaborating closely on tone and cultural positioning. My favorite line from the rollout: “Game, set, Manhattan”, which featured most prominently on LinkedIn.

The work drew on my personal relationship with New York, navigating the space between European heritage and American attitude. The copy plays in that in-between, toeing the line between cultures with a voice that is playful, cool, witty, and precise. Familiar, but never obvious.

Each caption was designed as a small moment rather than a declaration, capturing New York through gesture, rhythm, and shared references. The language balances confidence with lightness, letting Lacoste’s codes meet the city’s energy without forcing alignment.

The result is a rollout that feels native to New York while remaining unmistakably Lacoste. A quiet conversation between two cultures, told with restraint, humor, and nuance.