Bridging fashion, heritage, and sensory delight, Lacoste is making a statement with its latest activation. To celebrate the launch of the Lenglen Bag collection—named after legendary French tennis icon Suzanne Lenglen—the brand has opened a tennis-inspired café pop-up at Selfridges, London.
Ace of Style: Lacoste Serves Up Lenglen Bag and Café at Selfridges
To celebrate the launch of the Lenglen Bag collection, Lacoste has opened a tennis-inspired café pop-up at Selfridges, London.
This immersive experience brings runway design, signature craftsmanship, and culinary creativity together under one roof, inviting fans of fashion and tennis alike to taste, see, and freshly celebrate style.
The Lenglen Bag & Pop-Up World
The Lenglen Bag draws inspiration from the iconic pleated tennis skirt, both in silhouette and attitude. Made of pleated leather, this range nods to Lacoste’s storied history in sport while updating its codes for contemporary urban life.
The collection includes the Leather Racquet bag and the Lenglen Hobo, the latter offering a softer silhouette crafted from ultra-soft nappa leather and velvety suede. It features a custom chain strap, the ability to wear it crossbody or carry by hand, and design touches like T-bars that mirror the handle of a tennis racket.
To celebrate this launch, Lacoste has built a pop-up in the Accessories Hall at Selfridges. The design references the AW25 show staged at centre court in Roland Garros, with tones and textures that evoke the clay court aesthetic.
Not just retail space, the pop-up includes a one-week-only café and special installations. As part of the activation, each bag purchase comes with a complimentary leather tennis ball charm—an exclusive token that ties into the brand’s tennis roots.
Culinary & Design Experience
The tennis-inspired café inside the pop-up is what turns a fashion moment into an experience. French bakery Miel has been commissioned to create a bespoke menu of food and drinks that catch the whimsy and elegance of Lacoste’s tennis legacy.
Guests can expect playful pastries, themed beverages, and décor that transports you courtside, complete with design flourishes recalling vintage tennis culture. The exterior of the pop-up draws you in with visual cues from both the runway and the courts, while the interior invites lingering in wood tones, pleats, and soft lighting—themes consistent with the Lenglen Bag aesthetic.
Though the café portion is temporary, the accessories pop-up will stay until mid-November, giving fashion lovers time to explore the Lenglen range, try the pieces on, and soak in the world Lacoste has created around this collection.
Why This Matters for Lacoste’s Brand Story
This activation does more than sell a new bag—it reinforces Lacoste’s identity at the intersection of sport, style, and heritage.
By anchoring the Lenglen Bag in tennis history (Suzanne Lenglen, clay courts, pleated skirts) and then bringing that narrative into London’s Selfridges with multisensory design and food, the brand connects emotionally with both longtime fans and new audiences.
It also underscores how modern luxury enjoys narrative and experience: not just the product, but the context.
For Lacoste, this means transforming a handbag launch into something immersive—one that tells a story, serves delight, and feels like being part of a legacy.
Key Information
- What is unique about the Lacoste Lenglen Bag collection? The Lenglen Bag collection by Lacoste is inspired by the pleated tennis skirt and designed with materials like soft leather and suede, featuring silhouettes such as the Leather Racquet and Lenglen Hobo. It balances heritage details and modern utility.
- What is the Lacoste pop-up café experience at Selfridges? It’s a tennis-inspired café pop-up that accompanies the Lenglen Bag launch. The space includes themed food and beverages by bakery Miel, décor inspired by runway shows and tennis courts, and exclusive gifts like a leather tennis ball charm with every bag purchased.
- How long will the Lacoste Accessories Hall pop-up and café remain open? The café component is available for a one-week period, while the Accessories Hall pop-up, showcasing the Lenglen Bag line, remains open through mid-November.
- Why is Lacoste emphasizing tennis in this campaign? Lacoste was founded with strong tennis roots and named after René Lacoste, a tennis champion. By celebrating Suzanne Lenglen and echoing tennis culture—pleated skirts, clay court visuals, racquet handles—the brand reaffirms its origin, connects with its DNA, and strengthens its appeal through narrative and heritage.
