Marine Serre presents the second chapter of its FW25 campaign, titled “Heads or Tails.” The campaign follows the runway debut in Paris and continues to explore the personal and creative growth Serre introduced during the show. Drawing on a narrative that shifts across locations and moods, the project ties fashion to storytelling through cinematic visuals.
The FW25 collection channels inspiration from femme fatales of the 1950s and 1980s, with silhouettes that emphasize structure and strength. Tailored jackets, cinched waists, and sculpted lines define the looks, signaling Serre’s ongoing evolution as a designer. This chapter pushes themes of femininity, poetry, and power, continuing Serre’s interest in challenging expectations while building on her established design language.
Photography duo Julia and Vincent shape the visuals, presenting the campaign in three acts, each set in a different city. The first chapter unfolded in Paris inside a Haussmann-style apartment, with imagery that drew from the influence of Nouvelle Vague cinema. Through a focus on love, power, and femininity, it showcased key pieces from the FW25 collection including the All Over Moon Ballet Flats, the Aurora Bag, and the Strike Bag. The visual treatment underscored the idea of a contemporary femme fatale while grounding the fashion in a cinematic narrative.
The newly released second chapter shifts to Los Angeles, drawing direct influence from David Lynch’s film Mulholland Drive. This setting embraces ambiguity and fragmented perception, creating a visual atmosphere that departs from Paris while maintaining the campaign’s overarching story. The mood reads as a silent love story, where images replace dialogue and styling becomes the method of expression.
In this chapter, the clothing sharpens in tone. Tailoring carries precision, second-skin silhouettes emphasize movement, and lingerie in satin contrasts with supple leather. These choices underscore the femme fatale inspiration while showing the versatility of the collection. Accessories take on a leading role, particularly the new Futura Bag. Crafted in black embossed monogram leather, it emerges as the centerpiece of the Los Angeles chapter, serving as both accessory and symbol within the narrative.
With Paris and Los Angeles already revealed, the campaign shows how fashion can carry cinematic resonance when paired with deliberate storytelling and carefully selected design elements. Marine Serre builds on her evolution as a designer by combining tailored cuts, accessories with impact and cinematic motifs, creating a collection that reflects history while looking ahead.
