Building on the visual and conceptual codes of her FW25 runway show in Paris, Marine Serre presents ‘Heads or Tails’, a campaign that translates her creative evolution into a cinematic and intentionally charged visual language.

Originally debuted during Paris Fashion Week, the Autumn/Winter 2025 collection is now reconfigured through a new lens: that of Julia and Vincent’s bold lens. The creative duo sign a three-act narrative that transitions between the intimate and the iconic, portraying the essence of a new female figure – complex, powerful and in constant transformation.
Inspired by the silhouettes and archetypes of the femmes fatales of the 50s and 80s, Serre proposes a wardrobe where structured tailoring, defined waists and dramatic volumes dialogue with a sharp and resolutely contemporary aesthetic. This visual narrative is articulated in an emblematic space: a Haussmann-style flat in Paris, evoking the introspective and melancholic atmosphere of Nouvelle Vague cinema.
Beyond styling, the campaign explores themes such as body poetry, identity and the subversion of the female canon. The result is a visual manifesto where each look acts as a symbol of stylistic resistance and aesthetic sensibility.
Key pieces include the All Over Moon Ballet Flats – a new reinterpretation of Serre’s signature women’s footwear – as well as the Aurora and Strike bags, which encapsulate the tension between functionality and desire.
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