London-based fashion house Self-Portrait unveils its Pre-Fall 2025 campaign, once again starring global superstar Jisoo. The campaign, captured by photographer Drew Vickers in Seoul, South Korea, marks the third time Jisoo has been chosen to represent the brand. For founder and Creative Director Han Chong, Jisoo’s appeal goes beyond her fam, it’s her ability to dominate the frame that has made her a muse for the brand. “Even with everything she’s achieved, there’s still a sense of mystery about her, and I think that’s what makes her such a compelling face for the brand,” Chong says. “There’s a natural creative rhythm between us that makes each campaign feel like a continuation of a conversation we’re still having.”
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Jisoo, known for her multifaceted career as a musician and actress, shares a deep bond with Self-Portrait, one that has evolved throughout their collaborations. “Working with Han and Self-Portrait is always really inspiring,” she comments. “I feel completely empowered to be myself while at the same time having the freedom to tap into the different sides of my personality and style. There is a real sense of trust between Han and I, and I feel with this new campaign we have dreamt up something really new and refreshing.”
The campaign, titled “Dreams of Past Lives,” transports Jisoo into surreal, AI-generated environments crafted by Vickers. The use of AI, which has earned Vickers recognition for his innovative approach to image-making, transforms the set into a combination of 60s-inspired scenes, reinterpreted with a modern twist. The resulting imagery feels simultaneously nostalgic and futuristic, blurring the line between reality and imagination. Chong reflects, “The AI wasn’t there to replace anything, but to build new worlds for Jisoo to inhabit. It felt like the perfect way to reflect the mood of the collection: familiar but surreal, nostalgic but completely new.”
Throughout the campaign, Jisoo moves through dreamlike settings, dressed in a variety of Pre-Fall 2025 looks. From a nylon windbreaker paired with a gingham bandeau and houndstooth mini skirt to a white blouse with signature Self-Portrait lace, each outfit offers a distinct expression of Jisoo’s personality. The juxtaposition of reality and fantasy is mirrored in her styling choices, which also include a cream denim beaded skirt and a crisp cotton mini dress, accentuated with accessories like the Rattan Bow Basket Bag.
Pre-Fall 2025 marks another chapter in this ongoing relationship, establishing Jisoo’s role as the face of Self-Portrait and strengthening their shared vision of beauty, empowerment, and innovative fashion storytelling.
