Redefining Tennis Style with Cultural Empowerment

DAR Studio’s latest campaign, “Street Court Queens with Lacoste,” reimagines the world of tennis through a bold, cultural lens. The campaign blends the timeless elegance of Lacoste with the dynamic energy of urban street style, spotlighting powerful and elegant Muslim women in hijabs.

Shot by Laura Lobos and creatively directed by Imani Naki, the campaign celebrates empowerment, cultural expression, and the breaking of boundaries. Each frame captures the fusion of sport and style, showcasing how tennis can be both sophisticated and street-savvy.

“Street Court Queens” is more than a campaign—it’s a statement. By highlighting diverse voices and redefining traditional norms, DAR Studio and Lacoste have created a powerful narrative that resonates globally. The campaign not only elevates Lacoste’s brand identity but also sets a new standard for inclusivity and creativity in fashion.