Following the unveiling of her FW25 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 FW25 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.
CREDITS
Photographers: Julia et Vincent @juliaetvincent
Models: Dalton @itsdaltond / Vicki Baids @viktoriabaids
DOP: Adrien Lallau @adrienlallau
Set designer: Enzo Selvatici @enzoselvatici
Stylist: Benoit Bethume@benoitbethume
Hair: Pablo Kuemin @pablokuemin using@schwarzkopf et@schwarzkopfpro
Nails: Anais Coredvant @nailsanaiscordevant Casting: William Lhoest @williamlhoest