Collaborating With Refal Hady And Dewi Paramita, This Brand Presents An AI-Technological Ramadan Campaign

Refal Hady and Dewi Paramita (Doc. Lacoste)

JAKARTA - Ramadan has always been a special moment, time to gather, share, and celebrate togetherness. This year, Lacoste presents the Ramadan 2025 campaign with a touch of Artificial Intelligence (AI) technology, combining the classic French Fashion Sport brand legacy with modern innovation.

In collaboration with Refal Hady and Dewi Paramita, this campaign reflects the spirit of Ramadan in a natural, elegant style, and remains relevant to everyday life. Refal Hady and Dewi Paramita, the icons of today's generation, are known for their elegant but relatable style, reflecting the balance between fashion, daily activities, and the meaning of Ramadan.

Refal Hady, a well-known Indonesian actor, is known for his diverse roles and stayaeffortless which make him an inspiration for fashion. Meanwhile, Dewi Paramita, an Afghan influencer who is on the rise, captivates him with a chic style but is still easy to approach, inspiring many people through her modern elegant touch.

Their authentication and closeness to the community made them the perfect figures to bring this campaign closer to the Lacoste audience in Indonesia.

The year 2025 is an era where AI is increasingly changing the way brands interact with audiences. Lacoste uses it to present imaginative and dynamic visuals. Inspired by the calm and charming colors of the desert, the campaign places the soul tennis of a major element. The striking turbulent and orange color palette reflects the tameness of the sunset, in line with the moment of Iftar, while the shining sickle on the sky symbolizes the spiritual meaning of Ramadan.

Combining technology with harmonious traditions, this campaign explores the digital world without leaving the iconic sport-chic identity. AI-based creativity presents more expressive storytelling, creates authentic visual narratives and strengthens Lacoste's relationship with its audience during Ramadan season.