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Marine Serre Marée Noire SS20 campaign
Courtesy of Marine Serre

AI models navigate the apocalypse in Marine Serre’s SS20 campaign

The Parisian designer continues to explore a world in turmoil

Telling the story of what a robot-filled fashion apocalypse might look like, Marine Serre’s latest campaign, entitled Marée Noire, features AI models navigating their way around a dystopian dreamscape.  

Blurring the boundaries between the digital and physical, the campaign was made in collaboration with the experimental creative studio Actual Objects. Presenting to us the story of four post-apocalyptic communities, the imagery features robotic-faced models all dressed in Serre’s signature moon-crescent printed futurewear.

With an accompanying video, the film reflects on the themes explored in the French designer’s SS20 runway show, with models ascending from a body of water, hammering sparking pipelines, and lounging in the jungle. The last scene, however, described as a “land of dry dunes awaiting to be liberated,” teases what’s to be expected in the upcoming AW20 collection: Mind Melange Motor.

Following the brand’s previous video-game style campaign, which explored a dystopian future of fashion, post-climate change disaster, Serre once said of her obsession regarding the state of the world and the uncertain future we are facing: “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.”

Check out the film below.