Pelageya Kolotouros steps into a pivotal role at Lacoste, taking on the post of Creative Design Director as the brand pivots toward a refreshed trajectory in the fashion sports space. In this capacity, she will shape the creative direction of Lacoste’s studios, guiding the look and feel of forthcoming collections while keeping a keen eye on the evolving tastes of North American and Canadian markets. Her appointment signals Lacoste’s commitment to blending modern experimentation with the brand’s iconic heritage, aiming to deliver items that resonate with today’s consumers who value both performance and polish in their wardrobe choices.
In her new position, Kolotouros is charged with steering the creative studio in tandem with product development teams. This coordination will ensure that the house’s vision translates into wearable, market-ready pieces across categories, from apparel and footwear to accessories. By aligning design intent with consumer insight, seasonal storytelling, and strategic color narratives, she will help Lacoste maintain its relevance while expanding its appeal to a broader, global audience that includes shoppers across the United States and Canada who seek credibility and style in equal measure.
Kathryn Spindler, Lacoste Executive Vice President, stressed that Kolotouros brings a distinctive blend of creative fluency and practical execution to the brand. Her leadership is expected to accelerate Lacoste’s evolution into a more expressive, results-driven drive for the next cycle of fashion sports, with collections that balance bold ideas and wearable practicality. This alignment will likely influence not only the design studios but also seasonal product calendars, merchandising strategies, and the broader storytelling that accompanies every Lacoste release.
“Pelageya possesses a rare capacity to fuse imaginative design with commercial sense, supporting Lacoste as it pursues a future defined by expressive, thoughtful fashion.” Spindler noted, highlighting how Kolotouros’s vision may elevate the brand’s status as an inspiring, authentically French label that appeals to contemporary consumers who value both sport and style in daily life. The statement underscores Lacoste’s ambition to lead with creativity while delivering products that perform on a global stage, including North American retailers and direct-to-consumer channels that demand consistent brand storytelling and quality.
On January 12, Jamie Givens, the CEO of Lacoste’s English division, assumed the role of Managing Director for North and Central America. He will relocate from London to New York to commence his duties, stepping into responsibilities previously held by others as part of a broader leadership realignment. Givens’s move reflects Lacoste’s strategic focus on strengthening its footprint in the North American market, where consumer interest in premium sportswear and lifestyle branding continues to grow. His leadership will oversee operations across the region, coordinating with regional teams to optimize store performance, partnerships, and the integration of Lacoste’s creative vision with market execution. In this transition, the organization is reaffirming its commitment to consistent brand experience, robust category growth, and a seamless connection between design ambition and market vitality.