Marine Serre: The Crescent Moon as a New Icon of Eco-Fashion

Since her breakthrough in 2017, Marine Serre has become one of the most talked-about names in sustainable fashion. Her signature crescent moon symbol has transcended mere branding to represent a radical vision of what eco-conscious, futuristic fashion can be. Combining upcycling with elements of sportswear and post-apocalyptic aesthetics, Serre has built a brand that resonates with both high fashion elites and global youth culture. Her collections speak not only of style but of urgency—of rethinking how and why we wear what we do.

Winning the LVMH Prize and the Rise of a Visionary Brand

In 2017, Marine Serre won the prestigious LVMH Prize for Young Fashion Designers, catapulting her into the global spotlight. At just 25 years old, she stood out not just for her age but for her bold approach to fashion’s role in a world facing climate crisis. This award, judged by industry titans including Karl Lagerfeld and Nicolas Ghesquière, recognised her unique blend of couture techniques and sustainability.

What set Serre apart from her peers was not only her aesthetic but her ideology. She viewed fashion as a medium for transformation—not just in looks, but in values. Her collections began incorporating repurposed materials from the outset, ranging from vintage silks to recycled plastics, each piece stitched with purpose.

As the industry applauded her technical finesse, it also began to understand her deeper mission: to offer a blueprint for a more ethical future in fashion. Her LVMH win was more than a personal achievement; it marked the moment when eco-fashion entered the haute couture conversation in earnest.

The Fusion of Futurism, Sportswear and Sustainability

Serre’s collections are a study in contradictions—athletic yet elegant, dystopian yet hopeful. Her garments often mix body-conscious sportswear silhouettes with surrealist layers, gas masks, and metallic accessories. This striking blend hints at a future shaped by environmental collapse and technological intervention, yet one where humans still cling to expression and identity.

Key to her vision is the reuse of textiles and objects. Each collection typically consists of 40-50% upcycled material, sourced through meticulous global scouting. Serre’s studio reprocesses everything from bedsheets to bicycle inner tubes, giving them new life as jackets, dresses, and trousers. The craftsmanship involved means no two pieces are truly identical, enhancing their appeal as collector items.

This sustainability-first philosophy has gained traction among Gen Z and Millennials, audiences that increasingly demand transparency and eco-integrity from their fashion choices. Serre offers exactly that without sacrificing aesthetic innovation.

Shaping Aesthetics in the Pandemic Era

Like many designers, Marine Serre’s work was profoundly affected by the COVID-19 pandemic. Rather than pulling back, she leaned into the anxiety and introspection of the time. Her FW20 and SS21 collections featured garments that mirrored societal tension—protective hoods, structured bodysuits, and garments layered for survival rather than spectacle.

Face masks, once a utilitarian necessity, became a symbolic staple in Serre’s repertoire. She elevated them to fashion items that signified both caution and empowerment. It was a timely reflection on how fashion could serve both function and emotion during crises.

The pandemic also catalysed a shift in her marketing approach. Serre began producing deeply artistic short films to replace traditional runway shows, blending documentary, fantasy, and social commentary. These films offered a multidimensional look at the lives of real people wearing her clothes—mothers, athletes, farmers—emphasising that sustainability is not an abstract concept but a lived experience.

Adaptation Through Digital and Visual Storytelling

With lockdowns limiting physical fashion shows, Serre embraced multimedia storytelling. Her digital presentations combined cinematic visuals with narratives on climate anxiety, body autonomy, and identity. This pivot not only maintained her relevance but expanded her global reach.

These films were praised for their authenticity, often featuring non-models in their own environments. One campaign highlighted families of different backgrounds in their homes, donning crescent-covered catsuits and tailored patchwork dresses. The result was a deeply human portrayal of high fashion grounded in everyday reality.

Through these efforts, Serre communicated her brand’s ethos to a wider, more diverse audience. By redefining fashion media, she created new opportunities for engagement that weren’t limited to the front row elite but accessible worldwide.

The Crescent Moon and Its Celebrity Endorsement

The crescent moon motif—first seen on stretch tops and bodysuits—has become Serre’s signature, a visual shorthand for the brand’s identity. Initially a graphic element, it evolved into a symbol of ecological awareness and aesthetic rebellion. Worn as a second skin, the print accentuates the human form, while evoking lunar cycles and natural rhythms.

This visual identity reached new heights when global celebrities began embracing it. Beyoncé wore a Marine Serre ensemble in the 2020 film Black Is King, and Rihanna has been seen in the brand’s statement pieces on multiple occasions. These endorsements helped shift Serre’s niche appeal into mainstream consciousness.

What’s remarkable is that despite her rise in popularity, Serre has remained steadfast in her principles. Every celebrity collaboration involves clear messaging about the values behind the clothing—namely, climate responsibility, social equity, and circular design. In a fashion world often driven by hype, Serre has used fame as a platform for change.

From Runways to Cultural Impact

Serre’s crescent moon now appears not only in fashion collections but in music videos, museum exhibitions, and even tattoo designs—testament to its cultural resonance. It has become a visual metaphor for transformation and resistance, particularly among younger demographics seeking purpose in their consumption.

Fashion critics often note that Serre’s work is not just wearable but philosophical. Her garments tell stories—of labour, of climate struggle, of alternative futures. As such, they blur the lines between art, activism, and apparel.

As of early 2025, Marine Serre stands not only as a fashion designer but as a thought leader in sustainable innovation. Her crescent moon doesn’t just represent a brand—it heralds a new phase in the collective fashion consciousness.