Self-Portrait introduces a new chapter in its ongoing Portraits series with Apple Martin as its latest face. The campaign, photographed by acclaimed American artist Ryan McGinley, was shot earlier this year on a farm in upstate New York.
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Known for his raw, poetic depictions of youth culture, McGinley captures Apple through a series of intimate portraits that explore different sides of her personality, confident, reflective, and playful, as she steps into her own spotlight.
Styled by Mel Ottenberg, Apple wears key looks from Self-Portrait’s latest ready-to-wear collection, including a white lace and satin maxi dress, an off-the-shoulder polka dot mini dress, and a silver gradient sequin design. The imagery balances softness and strength, evoking a sense of natural ease and quiet confidence.
Founder and Creative Director Han Chong describes the campaign as a continuation of Self-Portrait’s dialogue on self-expression. “We wanted this latest chapter in our Portraits series to continue our exploration of effortless self-expression, something that defines who we are as a brand,” he says. “Apple captures the spirit of a generation of women stepping into the world independently.”
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Chong adds, “It was really important for us to collaborate with someone who has a deep understanding of capturing youth in a way that feels honest and free. Ryan McGinley brings that vision to life in a deeply personal and powerful way.”
At 21, Apple represents a coming-of-age moment that resonates with Self-Portrait’s community, a reflection of discovery and individuality. “Debuting with Self-Portrait was a no-brainer,” Apple shares. “Their British spirit reminds me of growing up in London, so it’s felt like home from the start. The collections are gorge and approachable, and Han and the team welcomed me in as part of the creative process. I’m so excited for this campaign to be out in the world and to keep exploring this side of my creativity together.”
Announced earlier this year through self-portraits taken by Apple herself, the campaign marks her first official role as a fashion ambassador, one set to evolve with the brand in the months ahead. The Self-Portrait FW25 collection is now available at self-portrait.com, in Self-Portrait boutiques, and through an international network of select retailers.
