Self-Portrait unveils its new FW25 campaign featuring Apple Martin, photographed by Ryan McGinley in a visual ode to self-expression.
Continuing to expand its creative universe, Self-Portrait introduces a new chapter in its Portraits series — this time starring an unexpectedly magnetic muse: Apple Martin, making her debut as a fashion ambassador for the British brand’s Autumn/Winter 2025 collection. Captured by the acclaimed American artist Ryan McGinley on a farm in New York, the portrait series frames Apple in a natural setting that amplifies her quiet yet commanding presence.
Renowned for his poetic imagery of contemporary youth, McGinley portrays Apple in a range of moods — confident, introspective, and playful. Styled by Mel Ottenberg, she wears some of the collection’s signature pieces: a long white lace and satin dress, an off-shoulder polka-dot mini dress, and a silver ombré sequin design. The campaign delicately balances strength and softness, evoking a serene confidence that perfectly mirrors Apple’s new chapter.
“We wanted this new chapter of Portraits to continue exploring effortless self-expression — something that defines who we are as a brand,” says Han Chong, founder and creative director of Self-Portrait. “Apple represents the spirit of a generation of women beginning to walk the world with independence.”
For Chong, the choice of McGinley was essential: “Collaborating with someone who understands how to capture youth in such an honest and liberating way was key. Ryan brings that vision to life with remarkable personal depth.”
At 21, Apple Martin embodies a moment of transition filled with discovery and authenticity. “Debuting with Self-Portrait felt like a natural decision,” she shares. “Its British spirit reminds me of my childhood in London, so from the very beginning it felt like home. The collections are beautiful and accessible, and Han and his team welcomed me as part of the creative process. I’m excited to share this campaign with the world and to keep exploring this creative side of myself.”
The launch was first hinted at earlier this year through self-portraits taken by Apple herself, and this campaign marks her first official role as a fashion ambassador. The Self-Portrait FW25 collection is now available on the brand’s official website, in its boutiques, and at selected international retailers. A new muse rises on the fashion horizon.
