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Visionaire has teamed with Lacoste for its fall issue, in what can best be described as a “wearable publication.” Instead of just publishing a magazine, Visionaire has produced photographically printed Lacoste polo shirts with artwork from Nick Knight, Peter Lindbergh, Inez van Lamsweerde and Vinoodh Matadin, Karl Lagerfeld, filmmaker Pedro Almodóvar musicians David Byrne and Michael Stipe, and painter Richard Phillips. Each issue, which costs $250, will include three polo shirts from the collection (in small, medium and large) and all 12 images from the contributors, contained in a shiny large, white box that looks more like a suitcase.
Phillips captured Coco Rocha on one of the polo shirts and Rocha’s body was also molded for a set of 12 mannequins that were created to display the shirts. The mannequins will go on display in galleries and special project spaces worldwide. “It was a little more awkward than anything,” said Rocha, describing the three-day molding process. “It’s definitely a little odd to have a mannequin made after you, but it’s also flattering.” In a few days, Rocha said she will leave work behind for five weeks of vacation in Vancouver, her hometown. Editor Cecilia Dean said Lacoste is sponsoring the fall issue and came up with the idea of taking the pages of Visionaire and printing them on its polos. “There is a total of 4,000 issues,” she said. “It will be available at select Lacoste stores around the world, bookstores and museums shops. This has been a work in progress since 2006 and it turned out even better than I imagined it would.”
This story first appeared in the July 25, 2008 issue of WWD. Subscribe Today.