Having already been in Lacoste’s fall/winter 2009 and spring/summer 2010 campaigns, 17-year-old Danish male model Lasse Pedersen of DNA is the face of Lacoste’s Red! label spring/summer 2010 campaign shot by photographer Ellen von Unwerth. Utilizing a pop art backdrop, Lasse lets loose being highly animated unlike anything he has done in the past. With Lacoste having been around since 1933, I think this is a very fun loving and appealing campaign to captivate a more youthful generation.

Going along with the countless collaborations this year, Lacoste is joining forces with New York City brand Married to the Mob revamping Lacoste’s Hironia Sneaker. This new Hironia Sneaker received a sexy lace treatment overlaying a metallic violet or a metallic gold base with black laces, black lining and soles, and red outsoles matching the red Married to the Mob lips on the inner heel. The sneakers will be going for $120 a pair hitting Lacoste boutiques and the Married to the Mob website starting the week of Valentine’s Day.