The dystopian future of Marine Serre in the FW19 ad campaign

Paris is a deserted land invaded by a neon green miasma and wild nature. The only creatures that move through the streets, under a sky full of toxic clouds, are avatars wearing long coats, metallic dresses, catsuits decorated with a crescent motif to protect themselves from the harmful rays and masks to avoid breathing the fumes of the city. This is the post-apocalyptic future portrayed by Marine Serre with the help of Los Angeles-based 3D designers Rick Farin and Claire Cochran in Radiant, the video of the advertising campaign for the FW19 collection. 

In Radiation, everything has re-started – not a lot is left of the old world - said to Dazed explaining the concept of the project. A new community of people is emerging. Nature and culture has become indistinguishable, new rituals of life appear, people are transforming into something else and changing forms, and boundaries are fluid. You will feel like you are entering a virtual world, but it’s not so far from the way we could be living very soon. 

The talented Marine reiterates in the campaign the idea already shown on the catwalk during the last PFW when she brought her FutureWear made of second-skin protective bodies, breathing masks and accessories made with computer chips, shells, and coins in the tunnels under Paris. The ghost of the apocalypse seems to haunt the designer:

The apocalypse is now, we are in the middle of it. We have no choice but to adapt to violent climate change and political uncertainty, to look at what is already there and what we have created, and work out new ways to live, to eat, to move, to dress… for example, the breathing mask in the collection: I don’t think it will be long until this is one of the most indispensable accessories in our wardrobes. They’re already needed in many cities around the world right now. 

In a few weeks, Serre will be presenting her SS20 collection and the attention is all on her. In fact, many people are wondering how her aesthetics will develop and whether she will confirm her status of the designer to keep an eye on at Paris Fashion Week.