Shot in her countryside hometown, for the SS19 images the French designer wanted to convey ‘a sense of weirdness and danger’
Shot by the designer’s friend Tanguy Poujol and styled by Benoit Bethume in her hometown in Central France, Serre wanted to translate “a sense of weirdness and danger” with the images. The campaign features unnatural and striking colours, models serving dramatic 90s Supermodel poses, and an actual fire. “We did heavy post-production on the colors of the sky,” Serre tells us. “Mixing up the all too simplistic oppositions between authentic and fake, the fabricated and the original, suggests that the countryside is maybe not as innocent and slow as you think it is.”
Staying grounded and close to her roots is something important to Serre. While shooting, the entire team stayed at her father’s house and he even made a feature in the campaign, riding his motorcycle in the back of one of the images. “Taking the team to the town I was born in and that totally private part of my life was an experience in itself,” the designer says.
With NYFW well underway now, it won’t be long before we reach PFW where Serre is set to present her AW19 show on February 26.