marine serre aw25 | the heads or tails campaign

Heads or tails? With Marine Serre, it’s rarely that simple. After making headlines at La Monnaie de Paris in March with a collection that sliced through old-school glamour like a loaded coin, Serre is back, and she’s doubling down. This season’s visual campaign, HEADS OR TAILS, lands with a cinematic wink and a closet full of attitude: like a femme fatale on her own terms, juggling radicality and realness before her second espresso.

Directed by photography duo Julia & Vincent, with film by Adrien Lallau, the campaign kicks off in Paris, naturally. Set in a Haussmann apartment at dawn, Act I: Morning in Paris rewires the codes of bourgeois femininity with the cool detachment of a Nouvelle Vague heroine. Whilst it all looks girlish at a glance, the power-play attitude still dominates: a woman alone, in charge, and entirely unbothered by expectations. This is even more evident in the wardrobe: power suiting with cinched waists, bold shoulders, and all the cinematic drama of the 1950s and 1980s, but made for 2025’s fearless morning-after heroine.

If you think ballet flats and sailor stripes spell “well-behaved,” Serre disagrees: her All Over Moon ballet flats are made for darting out windows, and there’s enough bite in those pearls to snag a nonchalant lover. The Aurora bag (lean, clever, a brand-new arrival) slides into the shot with an arched brow, while the Strike bag (now reimagined) makes an entrance twice: pure black on black, or rooting for team Tan.

Two more acts are on their way, stretching this game of seduction across new cities and new moods. For now, we watch as Serre flips heads, and the world lands on her side.

Watch Act I: Morning in Paris here.

photography. Julia & Vincent
words. Gennaro Costanzo