Fashion house SELF-PORTRAIT introduces its newest campaign, titled Self-Portrait! – Portraits of Kate, featuring supermodel Kate Moss photographed by Johnny Dufort on the streets of London. Shot in neighborhoods familiar to the British model, the campaign presents a series of casual city scenes that emphasize personal style and spontaneity. Moss styled herself for the shoot, selecting pieces from an extensive wardrobe provided by the brand, and wearing them as she would in her own daily routine. In charge of creative direction was Simmonds Ltd, with beauty from hair stylist Laurent Phillipon, makeup artist Tom Pecheaux, and manicurist Lauren Michele Piires.
The concept for the campaign centers on everyday encounters – moments in cafés, on curbsides, and walking down streets – underscoring SELF-PORTRAIT’s focus on how women live in their clothes. The decision to forgo a heavily directed fashion story in favor of something more instinctive allowed Moss to approach the campaign with autonomy. “It was great to work with Han and self-portrait again on this campaign. I had a free rein; they sent over a whole room of clothes and I chose what I wanted to wear like I would from my own wardrobe.” she said. “We shot in an area that I love, the sun was shining, I had a great day. It was funny when the real paparazzi turned up.”
Han Chong, Founder and Creative Director of SELF-PORTRAIT, emphasized that the collaboration focused on allowing Moss to be herself. “When you work with Kate Moss, you don’t need to transform her into a character; she remains unmistakably iconic and unrivalled when it comes to her natural style and authenticity, and this is what we wanted to capture for this second time working together; a portrait of everyday moments that feel honest and unfiltered. ” he said. “It’s always a privilege working with Kate, and seeing her inject our collections with an attitude and spirit that only she can.” This marks the second time Moss has worked with SELF-PORTRAIT in this way, and Chong once again entrusted her with bringing his designs to life in her own terms.
The campaign uses independent newsagents as exhibition sites. In London, the campaign images appear across storefronts in Marylebone, Mayfair, Soho, and Fitzrovia. These locations were chosen to reflect the campaign’s street-level perspective and to surprise city dwellers during their routines. In New York, the visuals take over newsstands across the Lower East Side, transforming everyday stops into campaign installations.
The styling Moss chose reflect the current direction of SELF-PORTRAIT – clothing made for real settings rather than staged moments.
The complete looks featured in the campaign are now available on self-portrait.com, as well as in the brand’s flagship stores and selected global retailers.
