Marni once again crosses the boundaries between fashion, art, and cinema. Under the direction of Hala Matar, the Italian house launches Who is Marni?, a film-format campaign starring Natasha Lyonne and Gavin Matts that introduces its newest object of desire: the Tulipea bag, the centerpiece of the Fall/Winter 2025 collection.
True to its experimental DNA, the brand doesn’t simply present an accessory: it presents a narrative charged with mystery and aesthetic tension. The film takes us to a reinvented 1960s New York, where liquid identities, encrypted gestures, and nods to classic film noir blend in an atmosphere of illusion and desire. Lyonne, with her cryptic aura, embodies the Marni spirit: unpredictable, ironic, always beyond the obvious.
In this visual interplay, each object becomes a clue. The wardrobes become codes. And the Tulipea bag is the ultimate enigma: sculptural, tactile, almost alive. Crafted from calfskin and suede, its silhouette unfolds like a tulip in motion, uniting architectural precision with organic softness. A calculated balance between the refined and the unexpected.
The campaign is now available on MARNI.COM and marks the official arrival of the Tulipea Bag FW25.
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