Marine Serre arrives with the second chapter of ‘Heads or Tails’

Marine Serre continues to expand the conceptual universe of her Fall/Winter 2025 collection, presented at last year’s Paris Fashion Week, through a campaign that unfolds in three visual acts. Titled “Heads or Tails,” the French designer once again interrogates the boundaries between identity, desire, and power, constructing a cinematic narrative that transforms fashion into an autonomous narrative language.

The recently released second chapter reveals itself as a key element in Serre’s discursive evolution: a project that abandons the logic of the traditional campaign to situate itself in a territory where aesthetics function as a cultural manifesto.

The collection, inspired by the archetypes of the femmes fatales of the 1950s and 1980s, is built around tailoring with architectural lines, cinched waists, and silhouettes defined with almost sculptural precision. Beyond the garment itself, each gesture in the cut responds to a search for creative maturity: a language that explores the tensions between femininity, poetry, and strength, and that challenges, at its core, the norms imposed by the contemporary canon.

Photographed by Julia and Vincent, the campaign images are constructed as a cinematic triptych that spans different cities. If the first chapter – filmed in a Haussmann-style apartment in Paris – evoked the aesthetic intensity of the Nouvelle Vague, articulating a narrative of love and power through iconic pieces such as the All Over Moon Ballet Flats, the Aurora Bag or the Strike Bag, the second episode moves the plot to Los Angeles, under the atmospheric influence of David Lynch’s Mulholland Drive.

In this new setting, Serre delves into territories of ambiguity and fragmented perception: a visual narrative that functions as a metaphor for a silent love, in which sharp tailoring, second-skin silhouettes, satin lingerie, and malleable leather form a language that is both sensual and disturbing. The focal point of this chapter is the Futura Bag, conceived in black leather with an embossed monogram, transformed into an emblem of a desire projected toward the future.

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The campaign thus confirms itself as an audiovisual essay on fashion and its narrative possibilities, with each chapter adding a new layer of meaning to the FW25 offering. With two installments already revealed, the final outcome is expected to conclude this triptych with the same conceptual force that has defined it from the beginning.

“Heads or Tails”: Marine Serre’s FW25 campaign redefines femininity with bold silhouettes and cinematic visual storytelling.