Marine Serre Fall/Winter '22 Hard Drive exhibition Paris Fashionweek

 

A day after showing the new Fall/Winter '22 collection, Marine Serre openend her first exhibition at Lafayette Anticipations in Paris during Fashionweek. As a big hard drive she reimagined the three floors of the building showing everything you need to know about the DNA of the brand. The two day exhibition contained installations, unique pieces, talks, performances and a pop-up store. The particular upcycling process was shown at the first floor which included the presence of some of the co-workers explaining everything about processing the fabrics. The second floor was inspired by the latest collection, showing the designs in comfortable and simple daily life installations, like a bedroom, a computerroom, and a sitting room. 

A selection of paintings from the 15th till the 17th century with some of the most strong feminin figures in Art history, was presented on the top floor. On the base floor the pop-up store was staged selling unique pieces and books and the opportunity to print the moon logo on garments and objects. 

We have to admit.... that was the biggest attraction for a lot of visitors and showing that a good logo design uplifts a brand in a strong cultural desire. People came with all kind of garments from coats to tanktops and even objects, lining up patiently waiting for their piece to get printed. Besides the modern and upcycled garments, the distinctive moon logo is definetely one the usp's of the brand. Where it started with the light rose top and catsuit fully printed some years ago, now the moon logo has a prominent place in the exhibition. As it comes back in every collection and piece designed by Marine Serre  ... every chair, bag, sunscreen and decoration was printed with the moon logo at Lafayette Anticipations. It shows that you can build a brand around a good logo design; when it's recognizable, simple, aesthetic and wearable, people want it and buy it. Just what we saw at the Hard Drive exhibition.

(Edit and images by Brenda  Lookbook pictures by Marine Serre}