As the sacred month of Ramadan is here, we are reminded of its significance as a time of reflection, spiritual renewal, and community bonding. It is a period cherished by millions around the world for its emphasis on compassion, empathy, and generosity. In this spirit, Lacoste is proud to announce its Ramadan Campaign 2024, dedicated to celebrating the values of inclusivity, diversity, and unity that define this holy month.
At the heart of this story are four talents from the region: Mohammed Habtoor, a prominent figure in Dubai; Abdulla Al Kaabi, a film director based in Dubai; Ibrahim Al Baker, a visual artist and Creative Director from Qatar; and Farah Assaad, a Creative Director from Kuwait. These artists weave the campaign’s theme into a tapestry of style and elegance, celebrating the harmonious coming together of different cultures and languages. In every frame, the video shares a story of coming together, embracing differences, and capturing the enduring beauty when art, fashion, and the essence of Ramadan intersect.
The campaign commemorates the “Do you Speak Lacoste” collection, which is being pre-launched exclusively in the Middle East during Ramadan 2024. It aims to celebrate culture, foster connections, and unite people. The collection draws inspiration from Lacoste’s rich heritage, featuring motifs such as the iconic crocodile and paying homage to René Lacoste.
This narrative is not just a representation of Ramadan’s spirit but also a reflection of Lacoste’s ethos – “Do You Speak Lacoste?” is not a question answered merely with words. It’s about embodying elegance, not just in appearance but in essence. Expressing style in every choice, and recognizing the unique beauty in others. These are the individuals who come together, blending their hues to create. The collection is also inspired by patents by Rene Lacoste: Polo collar, tennis racket, tennis ball machine, and golf club.
The four talents, from different parts of the Middle East, join in the campaign together and emphasize the beauty of varied backgrounds and seamless integration to connect during this special time of the year. The Lacoste Ramadan Campaign has been officially launched across the Middle East, and the Spring Summer 2024 collection.
THE TALENTS
Mohammed — Public figure
Mohammed Sultan is known as an artist, philanthropist, tastemaker, activist, and trendsetter. Mohammed challenges traditional Arab customs and works to change the way Arab men perceive fashion and luxury lifestyle.
“Lacoste gave me the feeling of togetherness – where bridging cultures & having diversity is celebrated. The brand represents a fusion of elegance and athletic spirit, embodying a sense of unity and inclusivity. The iconic logo, a powerful symbol of strength and unity, serves as a reminder of the brand’s commitment to bringing people together through the love of sport and style.”
Abdulla Al Kaabi — Film Director
Abdulla Al Kaabi, a visionary Emirati Filmmaker, champions storytelling that bridges cultures and eras. Abdulla envisions a future where cinema is a catalyst for unity, diversity, and social change, continuously pushing creative boundaries to illuminate diverse narratives.
“This Lacoste Ramadan campaign, blending tradition with contemporary elegance, echoes my belief in creativity’s power to unite and inspire. It’s a homage to shared values during a sacred time, embodying both reflection and renewal.”
Ibrahim Al Baker — Visual artist and Creative Director
Ibrahim Al-Baker, a visual artist and creative director, he draws inspiration from the Renaissance era, incorporates local and historical references into his art, and completed a residency in Paris in 2022
“Lacoste’s Ramadan campaign holds significant personal resonance for me. It exemplifies the harmonious convergence of culture, creativity, and inclusiveness, with art and tradition seamlessly interwoven. This campaign aligns with my vision for a future that cherishes diversity and unity, seamlessly melding elegance, athleticism, and artistry.”
Farah Assaad – Creative Director and Founder of Byffr
For the Creative Director Farah Assaad, inclusivity is a core value. The Kuwaiti born founder is passionate about shaping a future and continuing making waves in the industry, allowing designers, brand owners and others to express themselves and be empowered. Through her agency, she aims to showcase the importance of including driven empowered women in the industry.
“Representing Kuwait in this campaign has been a source of pride for me, and it aligns perfectly with the ethos of my daily life, where I find power in diversity and inclusivity. In this collaboration, I have found a connection between the spirit of Ramadan and Lacoste as a brand, as it allowed me to dive deeper into the brand’s creative and inventive elegance in their pieces, which allows you to play and dare, and serves as an inspiration to create your own goals.”
