Model Anja Rubik stars in Lacoste's new "Unconventional Chic" ad campaign. Courtesy of Lacoste

New year, new look.

Lacoste is embracing a different advertising aesthetic for 2011. The brand has introduced a new campaign, "Unconventional Chic," to replace its "Un Peu d'Air Sur Terre" advertisements which featured groups of models photographed in mid-air, a concept Lacoste had been using for the past 10 seasons, reports WWD.

"Unconventional Chic" stars models including Liya Kebede and Anja Rubik, wearing the brand's signature white polo shirts over formal dresses and evening wear. The ads were shot by Mert Alas and Marcus Piggott -- the first time the photographers have worked with Lacoste.

The global campaign launches next month in print, online and outdoors and cost the brand $66.3 million.

"After five years it was time for a change," Lacoste CEO, Christophe Chenut, explained to WWD. "The previous ads were very product-focused and we felt we needed a campaign that was an affirmation of the brand statement as a whole... We're showing that you can be chic in a different way, not just when you are dressed up for a party or for the office."

Speaking of new looks, see which star took it all off for Versace's spring campaign.