By The Fashion Editorial Team
For the self-portrait Fall 2025 campaign, founder Han Chong, tapped acclaimed photographer Ryan McGinley and stylist Mel Ottenberg to capture socialite and daughter of Gwenyth Paltrow, Apple Martin. Photographed on a farm in upstate New York, McGinley's portraits explore Martin's personality as she offers an authentic glimpse into her style and personality. Wearing pieces from self-portrait's latest ready-to-wear collection like a white lace and satin maxi dress or an off-the-shoulder polka dot maxi dress or a silver sequined dress, Apple Martin makes a statement in her first self-portrait campaign.
“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. Apple captures the spirit of a generation of women stepping into the world independently,” said Han Chong about the campaign. “It was really important for us to work with someone who has a deep understanding of capturing youth in a way that feels honest, vulnerable and free. Ryan McGinley has a unique vision which brings this campaign to life in a deeply personal and powerful way.”
At twenty-one years old, Apple Martin becomes a muse for the label's community centered around the joys of self-discovery and coming-of-age. She said of the collaboration, “Debuting with self-portrait was a no-brainer – their British spirit reminds me of growing up in London, so it’s felt like home from the start. Plus, the collections are gorge and approachable!”
Following the announcement earlier this year where Apple snapped the campaign images herself, expect more things to come from the influential brand ambassador. The campaign comes as self-portraits new collection becomes available online at self-portrait.com and in self-portrait stores and global retailers.
