London-based fashion house self-portrait has unveiled its latest campaign starring Jisoo, the multi-award-winning South Korean musician. The campaign, captured by photographer Yoon JiYong in a Seoul recording studio, showcases Jisoo’s dynamic range from playful to serene. Dressed in self-portrait’s Pre-Fall collection, each piece was personally selected by Jisoo, highlighting her versatile and chameleonic style.
Han Chong, Founder and Creative Director of self-portrait, expressed his insights from the collaboration: “What I have come to discover through working with Jisoo is that she is a real chameleon and loves to experiment with her wardrobe. We decided to shoot her in a recording studio – a place where she feels at home and comes to life – to capture her at her most authentic self. Her selection of off duty denim and relaxed twinset knits to fun partywear and evening gowns shows the full spectrum of her own personal style and felt like a diary of a pop star.”
The campaign marks a day in the life of Jisoo as a pop star, featuring her in various outfits including mini dresses made of taffeta and self-portrait’s iconic Guipure lace, a delicate knit two-piece set, and elegant evening gowns in red and black taffeta.
To bring the campaign closer to fans, self-portrait will, for the first time, host a series of installations and pop-ups in Seoul and London. These events will recreate the recording studio setting and display large-format campaign images, offering an interactive experience for visitors to engage with and reflect on their self-portraits.
This collaboration is particularly noteworthy as it’s the first time self-portrait has chosen a musician to lead its campaign and follows the recent launch of Jisoo’s own agency, BLISSOO, marking a significant step in her journey as an independent artist. Jisoo joins the ranks of previous self-portrait muses such as Emily Ratajkowski, Gigi Hadid, Naomi Campbell, Irina Shayk, Bella Hadid, Kate Moss, and Phoebe Dynevor.
The Pre-Fall 2024 collection is now available online at self-portrait.com, in self-portrait stores worldwide, and through an international network of retailers. The collection features a blend of casual sophistication and evening elegance, celebrating fabrics like lace and denim and emphasizing two-piece designs with meticulous attention to cut and fit.
self-portrait was founded in 2013 by Han Chong and has since been dedicated to empowering modern women with functional dressing for both day and night. The brand also supports creative talents through initiatives like a scholarship program with Central Saint Martins in London.
this is just ridiculous they all look the same now.