Portuguese designer Felipe Oliveira Baptista has been selected as the new creative director of Lacoste.
Baptista replaces French designer Christophe Lemaire, who is off to Hermes – replacing Jean-Paul Gaultier.
The Portuguese designer will sign his first collection for Lacoste for summer 2012.
The 35-year old Baptista is expected to bring a freshness to the Lacoste brand, including giving it a greater feminine appeal as luxury brands try and stake ground online and emerging markets, such as China and Brazil.