Lacoste’s Collaboration With Golf le Fleur Draws a Fresh Crowd in Soho

Lacoste’s Collaboration With Golf Le Fleur Draws a Fresh Crowd in Soho

“Lacoste isn’t a brand I’d normally gravitate to, but I could see myself wearing the pink cardigan with thigh-high boots and nothing else,” said Kirsten McFarlane of a luxe sweater in Lacoste’s new collaborative collection with Tyler, the Creator’s Golf le Fleur brand.

McFarlane, a 27-year-old event curator from Brooklyn, was one of dozens of young people of color who crowded Lacoste’s Soho shop to celebrate and peruse the collection. They came in tees by Kerby Jean-Raymond’s Pyer Moss and Virgil Abloh’s Off-White, Nike sneakers from Jordans to VaporMaxes, and Supreme caps and crossbody bags, mixed with thrift finds and fast-fashion steals. While many wore variations of blacks, grays, and whites, they said the soft cream and pastels of the Lacoste x Golf le Fleur collaboration felt like a breath of fresh air.

“Me being a Tyler fan, I think [the collection] embodies his new direction,” said Carl Cornelius, a 25-year-old photographer and videographer. “It’s very simple. It’s cool. It’s less vibrant than his other stuff, but it still keeps it Golf.”

Guests were greeted by two models who braved the sweltering heat to sit high on bright umpire chairs on each side of the store’s entrance, piquing the curiosity of passersby. Inside attendees cooled down with lavender vodka lemonade and Champagne while identical twins Natalie and Nicole Albino, better known as Nina Sky, spun Tyler tracks like “U Say” with GoldLink and Jay Prince. Folks mixed, mingled, and shopped his collection before today’s online release.

“This global collaboration with Tyler, the Creator’s Golf le Fleur is a big thing for us,” said Joëlle Grünberg, president and CEO of Lacoste USA. “We’ve been working on this with him very closely for months now, and we’re so happy about the product and the quality and the style. We think it’s going to resonate tremendously.”

Originally Appeared on Vogue