Entitled “Heads or Tails,” the Marine Serre Fall 2025 ad campaign leans into the femme fatales of the 1950s and 1980s with strong tailoring, cinched waists and powerful silhouettes.

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.

Set in the heart of Paris, the first chapter playfully deconstructs bourgeois French codes. Filmed in a Haussmann-style apartment at dawn, it channels the spirit of Nouvelle Vague cinema: a love story where the woman holds the power, navigating a subtle game of seduction and distance.

Ballet flats, sailor stripes, a strand of pearls — iconic symbols of Parisian elegance — are reimagined with modernity and strength. The morning setting plays with familiar imagery: the rising sun, breakfast rituals… but always with a twist. A contemporary femme fatale — free, ironic and unapologetically in control.

Th camapign spotlights three signature accessories of the season: the Aurora bag — sleek and sophisticated, a new addition to the House, the now-iconic Strike bag, presented in both a tonal black-on-black Moon all-over version and a striking Inverse Tan edition as well as the All Over Moon ballet flats.