Remember the old Lacoste? Those adorable alligators (Or are they crocodiles? Can anyone really tell the difference?) sewn into polo shirts from 1971 and tucked like tiny treasures into thrift store racks. Well, that Lacoste is history. Meet the new technicolor, soundtracked, and very in-your-face Lacoste:

The just-release Lacoste Red collection is slick, mod-inspired, and undeniably fun. Plus it has its own soundtrack, produced by French mixmaster Yuksek. The designs themselves stick pretty closely to classic Lacoste, but with added color and sleeker cuts:

[Lacoste Red] 

While I'm always a little bit wary of slick ad campaigns, I have to admit this collection makes me very ready to celebrate spring. And those famous polo shirts? They vary pretty wildly, with pricetags of $32 to $97 each. 

Just in case you need further evidence that Lacoste is no longer your grandfather's clothing company, here is its official Twitter feed and iPhone app. 

[via Luxuo]

Related: Watch Yourself from All Angles, Literal Clothing Designs, Oh No: Hypercolor Is Back