Lacoste has appointed Felipe Oliveira Baptista as new creative director of the brand as of Sept. 1, 2010. The 35-year-old Portuguese will be in charge of an reinterpretation of the brand including different Lacoste lines such as Lacoste Sportswear, Lacoste L!VE and Lacoste womenswear. As a graduate of Kingston University, Baptista has been presenting his prêt-à-porter collections during Fashion Week in Paris since 2009. His first collection for Lacoste will be presented for s/s 2012. The new organization of the creative department emphasizes the company’s strategy with the aim to renew the brand message and find further growth opportunities.