self-portrait has unveiled its latest campaign, titled “Miss self-portrait,” featuring the captivating Emily Ratajkowski. Photographed by the renowned Tina Barney, the campaign captures the essence of what self-portrait stands for: individuality, self-expression, and confidence. Han Chong, the Founder and Creative Director of self-portrait, sought a name that evokes an emotional response globally, and “self-portrait” encapsulates the idea of fluid identity, ever-changing emotions, and personal authenticity. This latest campaign is an example of these values, showcasing a woman who is unapologetically herself.
Chong emphasized the importance of highlighting the beauty and joy that come from embracing one’s own personality. “Working with Tina Barney, a photographer renowned for capturing intimate portraits of real-life splendor and tradition with sensitivity, was a true privilege,” Chong explained. The decision to photograph Ratajkowski “in all her crowning glory” was an effort to bring to life the idea of an ultimate “Miss self-portrait”—a celebration of individuality, femininity, and empowerment.
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The campaign radiates a sense of celebratory energy, featuring candid portraits that reveal both the elegance and the playful spirit of the self-portrait woman. The images reflect an effortless approach to occasion dressing, showcasing women who do not take themselves too seriously, who find joy in fashion, and who confidently own their space in the spotlight. Barney’s distinctive style of capturing intimate, unguarded moments aligns perfectly with self-portrait’s ethos—elevating the simple act of dressing up into a powerful moment of self-celebration.
Emily Ratajkowski, returning for her second campaign with self-portrait, is a fitting ambassador for this message. Last year, she appeared in the “At Home, with Self-Portrait” series, which gave a glimpse into her relaxed, personal side. Now, through Barney’s lens, Ratajkowski embraces the themes of identity, individuality, and image ownership, capturing a more public-facing yet personal narrative. This collaboration marks a progression in the brand’s storytelling—one that champions women claiming their power and place.
The launch of “Miss self-portrait” coincides with Tina Barney’s first-ever retrospective in Paris, opening at the Jeu de Paume on September 28th. This alignment of the campaign with Barney’s retrospective underscores her ongoing influence in the world of intimate portraiture. Her collaboration with self-portrait not only captures the energy of the collection but also ties in with her broader career celebration—highlighting her enduring talent for capturing resonant moments.
The campaign features standout pieces from self-portrait’s latest collections, including the Silver Rhinestone Fishnet Maxi Dress and the Blue Soft Knit Top and Skirt, all available through selected retailers and online. New arrivals, such as the red sequin dress and monochrome off-the-shoulder knit dress, are available for pre-order, reflecting the playful and modern approach that Han Chong envisioned for this season.
