Heads Or Tails - Fall-Winter 25 Campaign

Following the unveiling of her Fall-Winter 2025 collection at La Monnaie de Paris on March 10, Marine Serre now presents the visual campaign of the season — expanding on and reinterpreting the themes introduced in that landmark show.

The event marked a defining moment for the House, signalling both personal and creative evolution. Through the prism of illusion, symbolism, and transmission, the collection introduced a new silhouette: powerful, precise, and sensual. Strong tailoring, cinched waists, and bold shoulders evoked the femme fatales of the 1950s and 1980s. 

Every line, volume, and detail reflected a maturing creative voice — rooted in bold femininity, poetic strength, and a determination to challenge surface appearances. Grace met radicality; beauty revealed complexity.

It is from this spirit that the Fall-Winter 2025 campaign emerges.

Echoing the cinematic tone of the show, the campaign unfolds in three acts, imagined by photography duo Julia & Vincent and videographer Adrien Lallau. Shot across three distinct cities, each chapter offers a unique interpretation of the collection, drawing on cultural and cinematic references dear to Marine Serre.


ACT II: AFTERNOON IN LOS ANGELES

From the golden haze of Parisian morning to the deep shadows of Los Angeles afternoon, the second chapter plunges into a dreamlike romance — enigmatic, intimate, and charged with tension. Set behind closed blinds in a minimalist California interior, the story unfolds like a modern noir: two women in a private universe, caught in a sensual and mysterious dance.

Here, narrative is suggested rather than told. Inspired by David Lynch’s Mulholland Drive, the chapter thrives on ambiguity and fragmented perception. A white leather sofa, a paneled window with no visible exterior, a tangle of limbs on turquoise carpet… everything feels suspended in time. The telephone rings. A glance is exchanged. Something is said, but nothing is revealed.

There’s a constant tension between closeness and secrecy. The women — seductive, confident, and elusive — play out a silent love story defined by glances, touches, and power dynamics. Their bodies speak in codes; their silhouettes are sculpted in sharp tailoring, second-skin materials, satin lingerie elements and supple leathers, layered textures that blur the line between vulnerability and control.

This chapter spotlights one signature accessory of the season: the Futura bag, crafted in embossed black monogram leather. Sleek, curved, and mysterious, it becomes a symbol of hidden emotions and nocturnal power — a totem for the femme fatale in motion.