Marine Serre Releases “Archetype,” a Campaign Starring Its Own Team
by Adriano Batista
Marine Serre has released Archetype, a new campaign that turns the lens toward the people who know the house best: its own employees. For this project, members of the Marine Serre team stepped in front of the camera, each choosing the piece or look they felt the strongest connection to. The result is a series of portraits that revisit iconic moments from the brand’s visual language through the personalities of the people who chose to embody them.
The campaign explores the idea of an icon not as something fixed but as something continuously reinterpreted. From the All-Over-Moon to regenerated silhouettes, tailored pieces, second-skin garments, and accessories, the house’s archetypes are pulled from the archive and returned to life by those most familiar with them. Rather than being styled as anonymous models, each person brought their own presence to the image, creating a sense of ownership over a collective history.
The casting reflects the reality of Marine Serre itself: a mix of generations, backgrounds, bodies, and sensibilities. Some face the camera directly, others appear in motion or unguarded. Each transforms familiar garments through their own presence. The series creates a dialogue between past and present, memory and immediacy, functioning as a living archive where the house’s codes are inhabited rather than preserved behind glass.
Check it out below:
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