The 2018 Lacoste campaign that replaced its crocodile logo with endangered species was called Save Our Species.
The campaign was created with IUCN Save Our Species and launched during Paris Fashion Week in February 2018. For the first time in the brand’s history, Lacoste temporarily set aside its familiar crocodile emblem and embroidered ten threatened animals in its place.
The shirts were produced in extremely limited quantities. Each species’ edition size corresponded to the estimated number of individuals remaining in the wild, turning the scarcity of the animals into a visible part of the design. The collection included species such as the vaquita, Burmese roofed turtle and Anegada rock iguana.
This was a campaign and capsule collection, not a permanent rebranding. The crocodile remained Lacoste’s signature logo, while Save Our Species used the brand’s recognition to communicate the wider biodiversity crisis. “Endangered Species” describes the subject, but it is not the campaign’s official name.