Marine Serre Campaign Just Released

For ARCHETYPE Campaign, Marine Serre turns the lens towards its own community. The House’s employees step in front of the camera, wearing the pieces, silhouettes and symbols that have defined its visual language over time. Each portrait revisits an iconic moment from the Marine Serre wardrobe through the personality of the person who chose to embody it.

ARCHETYPE explores the idea of an icon not as something fixed in time, but as something continuously reinterpreted. From the All-Over-Moon to regenerated silhouettes, sharply constructed tailoring, second-skin garments and emblematic accessories, the House’s archetypes are removed from the traditional fashion archive and returned to life through the people who know them most intimately. Rather than being styled as anonymous models, each employee was invited to select the piece or look with which they felt the strongest connection. The resulting images reveal a deeply personal sense of ownership: an instinctive and proud appropriation of a collective history. Clothing becomes a point of identification—a way for each individual to express their own relationship with the Maison and the role they play within it.

Marine Serre Archetype campaign’s casting reflects the reality of Marine Serre itself: a plurality of generations, backgrounds, bodies, identities and sensibilities. Together, they form a portrait of a Maison shaped by the infinite possibilities of the individuals within it. Some face the camera with strength and directness; others appear in motion, introspective or unguarded. Each brings a distinct presence, transforming familiar garments through the singularity of the person wearing them.

The series creates a dialogue between past and present, memory and immediacy, intimacy and representation. The images function as a living archive—one in which the Maison’s codes are not preserved behind glass, but inhabited, challenged and renewed.

With ARCHETYPE, Marine Serre celebrates the people behind the clothes. Those whose ideas, gestures, expertise and commitment collectively shape the identity of the House. By becoming its protagonists, they affirm that a brand is not defined solely by the objects it creates, but by the community that carries them forward. The archetype is not one silhouette, one body or one identity. It is a shared language, made individual.

All images Marine Serre Archetype Campaign by the brand. PR Agency KCD World Wide. Credit to Photographer @aristidehiegel and Light assistant & movement director @katharinafoell