Sporty & Rich is the story of a fashion label, but not only. Emily Oberg created her Instagram account in 2015, compiling hundreds of fashion and lifestyle inspirations from the 90s. At the time, Los Angeles was all the rage, and the explosion of fitness, yoga and wellness was taking over the fashion world. Supermodels posed with their hair blowing in the wind, wearing cycling shorts and XXL sweatshirts. Activewear and 90s minimalism were on the rise, and the US championed an "in shape" look. Power dressing was replaced by a new ideal - a women's wardrobe that combined sport, basics and oversize.

It is this heritage that Emily Oberg draws on. An Instagram account, followed by a magazine and then further by a fashion and lifestyle label. Sporty & Rich - as its name suggests - modernises this iconic look. More than a style, it's a lifestyle.

Passionate about tennis, Emily Oberg has made the sport and its aesthetic an integral part of her label's DNA. Meeting up with Lacoste was a no-brainer. For this exceptional collaboration, the label, which has become an expert in modernising vintage aesthetics, is delving, with the crocodile, into the French brand's 70s and 80s tennis archives.

"Crocodiles are beautiful" claimed the billboards. That's all it took for the Lacoste X Sporty & Rich collection to reinterpret some of the most iconic pieces from Lacoste's tennis heritage. The result? A collaboration with an original logo reminiscent of the chicest tennis clubs. Inspired by the court, created for the city, the Lacoste X Sporty & Rich collection blends vintage inspirations and feminine lines in an active wardrobe that celebrates the art of letting go.

This is the story of an American tourist on holiday in the south of France. Her day? Tennis at a private club, a balanced diet, exploring the countryside, reading on the beach... In her suitcase, 22 Lacoste X Sporty & Rich items and accessories travel by her side. Somewhere between sport, well-being, and fashion, she celebrates comfort and elegance whatever the circumstances. With that French "je-ne-sais-quoi"... reinterpreted by an American.