Marine Serre has launched the campaign for its Fall Winter 2025 collection, first seen on the Paris Fashion Week runway. Titled Heads or Tails, the campaign builds on the themes and personal reflection Serre explored during the show.
The collection draws influence from the femme fatales of the 1950s and 1980s. Through this lens, Serre emphasizes tailored pieces, defined waists, and commanding silhouettes. These choices reflect a focus on growth and a design approach that continues to evolve. Each piece challenges expectations while leaning into themes of strength, femininity, and poetic detail.
The campaign, photographed by the duo Julia and Vincent, unfolds in three chapters. Each act plays out in a different city, beginning in Paris. The first segment takes place inside a Haussmann-style apartment. Through its setting and aesthetic, the imagery channels the tone of Nouvelle Vague cinema. Serre uses this cinematic format to shape a story that centers on love, control, and the many sides of femininity.
The campaign also puts focus on specific pieces from the Fall Winter 2025 lineup. The All Over Moon Ballet Flats appear as part of this visual story. These shoes feature Serre’s signature print and align with the campaign’s push toward a refined yet assertive character.
Accessories also play a key role. The Aurora Bag and Strike Bag enter the frame as central design pieces. Their structure, shape, and presence support the themes built into the clothing.
Serre’s choice to create a campaign in three acts adds another layer to the collection’s presentation. By using different locations and framing each segment as part of a larger whole, she avoids repetition and gives each act its own space to express a unique tone. The multi-city format doesn’t just provide visual change; it allows each part of the campaign to reveal a new layer of the collection.
Throughout the campaign, Serre sticks with the themes she introduced on the runway: femininity with strength, clothes that suggest movement without chaos, and accessories that hold their own place within the full look.
