Lacoste Summer Camp is the experience that celebrates the Italian summer To mark the launch of the "Summer Pack Collection"

Lacoste arrives in Viareggio, in the heart of Versilia, with the Lacoste Summer Camp, an immersive experience inspired by the iconic claim Life Is A Beautiful Sport, transforming Bagno Alice, one of the Tuscan coast's most iconic beach clubs, into a meeting point where sport and lifestyle come together. The event celebrates the spirit of summer and long days spent at the beach while also marking the launch of the Summer Pack Collection, bringing the brand to its most natural setting: the seaside.

With the Summer Pack Collection, Lacoste reinterprets the summer wardrobe through its signature blend of elegance and sport-inspired style. The capsule combines clean silhouettes and natural fabrics, featuring linen sets, shirts, and shorts, while tennis-inspired dresses are crafted from cotton to keep cool without compromising on style. The color palette ranges from neutral tones to vibrant orange, the season's defining shade, featured across T-shirt and shorts sets as well as swimwear. The result is a collection that celebrates the energy of summer and the joie de vivre of Lacoste.

For an entire day, Bagno Alice became an open air playground through a true beach takeover: branded umbrellas, rackets, balls, bocce sets, game tables and custom accessories transformed Bagno Alice into an extension of the Lacoste world. Guests were welcomed into a fully customized setting and, after collecting their personalized kit, embarked on a journey of activities and moments of relaxation, following the slow and effortless rhythm of a day by the sea.

The morning began with a yoga session on the beach, while the rest of the day came alive with matches of beach tennis and beach volleyball, table tennis played on the sand, stand up paddleboarding sessions and bocce games, paying tribute to one of the most authentic traditions of the Italian summer. Throughout the day, a curated music selection accompanied every moment, leading into sunset with a DJ set and a seaside aperitif.

Lacoste Summer Camp brings the brand's spirit directly to the beach. A day filled with sport, music, sunshine and shared moments, where guests could experience the energy of summer naturally, between a match, a swim and an aperitif at sunset. The experience continues even after the event: all the customized elements remain at Bagno Alice throughout the following weeks, accompanying guests for the entire season and bringing the colors and energy of Lacoste to the heart of the Italian summer.