Marine Serre approaches the Holiday 2025 season through a lens shaped by personal archives and staged fantasy, drawing on themes that sit between past recollection and present reinterpretation. The House turns toward the rituals that many households link to winter, gifting, gathering, preparing rooms, and setting familiar objects in place, and rethinks them through its own visual language.
For this edition, Marine Serre sources a series of family photographs from the 1980s and 1990s drawn directly from the personal archives of team members within the Maison. These images, originally captured in warm domestic settings, show living rooms arranged for the season, handmade decorations hung with care, and the lively disarray that often surrounds a tree on winter mornings.
Each archival tableau receives updated costuming through the brand’s Moon monogram, which enters the images as pattern, texture, or graphic intervention. The photographs hold their original intimacy, yet the adjustments give them a new direction, showing how clothing can shift the tone of a memory without altering its emotional root.
Alongside these transformed archives, the campaign introduces a series of studio visuals built around altered scale and playful construction. Characters appear alongside oversized crescent moons covered in ornaments, towering heels rising from snowy arrangements, and handbags dusted as if recovered from a winter storm. These objects rely on exaggeration to create contrast within each frame, prompting the viewer to reconsider familiar holiday symbols through unexpected proportions and textures.
This dual approach reveals the House’s ongoing interest in the passage of time and the value of personal narrative. The archival photographs reflect lived experience, while the studio images point toward invention. Marine Serre’s Holiday 2025 campaign ultimately centers on transformation, the transformation of family images into new narratives, of familiar symbols into imaginative objects, and of private memory into shared visual space.
