Lacoste have always been the cool kids in town but with the launch of their new Lacoste L!ve collection for Spring/Summer 2011 they've just got even cooler. Shot by renowned party photographer Cobrasnake, the campaign is so darn cool that it makes the kids in Dalston look like JLS groupies (i.e. not cool).

The campaign and film document a 24-hour party in Paris. It's basically showing that if you wear this collection then you too can look this pretty after no sleep and a dozen tequila shots. Whay!

Lacoste's Creative Director Felipe Oliveira Baptista describes the collection as "something a bit spontaneous". The collection is in keeping with the traditional bold, graphic, Lacoste style but with an added bit of fun. The clothes are a much narrower fit - i.e. only for hot, young folk - and there is a big clash of pattern and colour. The brighter and more vibrant patterns reflect the night time but as morning approaches the colours soften into pastel shades.

The Lacoste L!ve manifesto reads 'An old school style hits the streets, bringing a fresh attitude and fusing colours. Playing with classics to reinvent the future. Preppy is now hip and edgy. Always unconventional chic. To wear night or day, with no moderation'. Lacoste L!ve can basically only be worn by cool people - i.e. YOU!

"Lacoste L!ve is about a state of mind," says Felipe. This looks like a darn good state of mind to me.

The Lacoste L!ve collection is available online and in store now. [Image source: www.lacoste.com/live]

By Hannah Newman.