Heads or Tails: Marine Serre Explores Duality Through Film

Marine Serre continues to challenge fashion storytelling with Heads or Tails, a presentation that reshapes how audiences experience a collection. Instead of staging a traditional runway show or producing a conventional campaign, Serre collaborated with director Tess Lochanski to create a film that occupies space between short cinema and fashion presentation, offering a fresh perspective on her Fall Winter 2025 collection. This season, the designer rejected any clear-cut distinction between formats, choosing instead to construct a world through film that reflects the duality and transformation embedded in the collection.

Titled Heads or Tails, the film pushes beyond the usual boundaries of a seasonal release. Through Lochanski’s direction, the visual piece offers more than documentation, it builds a narrative shaped by mood, character, and sound. At its center stands the Ghost, a recurring figure who functions not as a passive presence but as an active symbol. The character channels cinematic influences from directors like David Lynch and the 1996 film Irma Vep, while presenting a contemporary figure of movement, resistance, and force. In this form, the Ghost reappears as a heroine suspended between dimensions, part memory, part apparition, part revolutionary.

Marine Serre’s choice to place the Ghost at the core of the visual experience reflects an interest in storytelling that goes beyond clothing. The character operates as a guide and disruptor, drifting through frames with intention and strength. Her presence anchors the tension in the film, between past and future, dream and control, costume and identity. The result doesn’t read as a literal adaptation of a show but rather as a reinterpretation of the emotional and conceptual layers within the collection.

Para One composed the soundtrack, layering together sonic references that build on the film’s dense visual language. The audio incorporates a Bulgarian choir, a sample of activist Mario Savio’s speech from Shin Sekai, and a subtle nod to composer Angelo Badalamenti. The mix gives the film an added texture, never overwhelming the visuals, but creating space for contrast and rhythm. The soundscape moves between haunting and assertive, never sitting still, always pushing forward. In doing so, it intensifies the energy of the Ghost and her movement through the frame.

Rather than using models as static visuals, Serre casts them as actors in motion. Lidia Judickaite, Ameya Eddison, and Manon Dubourdeaux move through the film as if navigating a dream built from equal parts fashion and cinema. Their performances shift the focus from garments alone to the people who carry them, how they step, look, hesitate, and respond. Their roles never settle into one note; instead, they shape and reshape themselves throughout the piece, giving weight to Serre’s interest in transformation.

Discover Marine Serre Fall Winter 2025 Collection at Paris Fashion Week

Produced by Iconoclast, the project doesn’t follow any strict category, and that’s the point. Marine Serre uses the Heads or Tails film to move away from routine formats and explore fashion through layered visuals and characters that ask more questions than they answer. By choosing this route, the designer places story, character, and sound on equal footing with clothing, crafting an experience that lingers beyond the final frame.

Director: Tess Lochanski
Produced by Iconoclast
Creative direction: Marine Serre
Music: Para One
Acting Models: Lidia Judickaite, Ameya Eddison, Manon Dubourdeaux
Stunt double: Lucile Perez
Styling: Benoit Béthume
Casting: The Castlog
Movement Director: Ryan Chappell
Hair: Ali Pirzadeh (sponsored by Bumble and Bumble)
Make Up: Janeen Witherspoon (sponsored by Make Up For Ever)
Nails: Anais Cordevant (sponsored by Manucurist)
Production: Spotlite
Light Design: Light Lab – Charlotte Galabru
Make-up Additional Scene: Guilio Panciera
Styling Additional Scene: Eliot Marchet & Maina Lambiel