Marine Serre Holiday 2025 Ad Campaign

Review of Marine Serre Holiday 2025 Ad Campaign with models Fleur Lecommandoux

For the 2025 Holiday campaign, A Family Affair Across Time, Marine Serre drapes the season in memory and moonlight. Anchored in nostalgic rituals — gifting, decorating, gathering — the house proposes a dream state where family photos meet surrealist fantasy. It’s a visually striking campaign, unfolding in two distinct chapters. One is tender. The other, technicolored and theatrical. Whether they fully cohere is another question.

The campaign opens with a gesture of intimacy: archival Christmas photos from the 1980s and ’90s, culled from the personal collections of the Marine Serre team. They’re charmingly lo-fi — faded living rooms, fluorescent wrapping paper, the quiet chaos of childhood Christmas mornings. Into these scenes, the house digitally inserts its signature Moon monogram, dressing the figures in branded bodysuits as if to stitch the past into the present. It’s a warm conceit — almost folkloric in its simplicity — and one that underscores the house’s long-running commitment to craft, continuity, and community.

But then comes the pivot.

The second visual chapter veers into full-blown digital surrealism. Here, models tower over snow-drenched landscapes, straddling handbags the size of sleds and reclining against colossal crescent moons. It’s crisp, clean, and unapologetically artificial — a CGI-adjacent world where scale collapses and fantasy reigns. The styling is sharp, the art direction precise. These aren’t family photos; they’re fashion fantasies rendered in high-gloss theatricality.

Individually, both concepts work. But side by side, the shift in tone can feel jarring. The warmth and tactility of the vintage imagery never fully resolve with the icy surrealism of the studio shots. One speaks to intimacy; the other, to imagination. What’s missing is a stronger visual thread between the two — some overlap in palette, texture, or even emotional register to bind them. As it stands, the campaign reads less like a conversation between past and present, and more like two separate ideas bound by branding.

Still, the conceptual ambition is laudable. Serre’s vision reaches beyond commerce, probing how fashion can preserve, distort, or re-stage memory. There’s a kind of time-travel logic at play here: the notion that what we inherit — aesthetically, emotionally, mythologically — is always up for reinterpretation. It’s a campaign that understands heritage as a living medium, not a fixed story.

Final Thought:

The Marine Serre Holiday campaign wants to be both scrapbook and snow globe — intimate and otherworldly. The ambition is admirable, even if the glue between past and future doesn’t always stick. Still, in a season of sameness, few dare to dream this weirdly. And that, in itself, is worth celebrating.