Kate Moss Stars in SELF-PORTRAIT’s New Campaign on the Streets of London

Kate Moss fronts the latest campaign by SELF-PORTRAIT, a celebration of authentic, everyday style set against the backdrop of London’s streets.

The iconic supermodel once again becomes the face of fashion in SELF-PORTRAIT’s newest campaign. Titled ‘Self-Portrait! – Portraits of Kate’, the series is photographed on the streets of London and offers a raw, spontaneous vision of Kate Moss’s personal style. It reflects the contemporary ethos of the British label—real clothes for real women—founded by Han Chong.

Shot by photographer Johnny Dufort, the campaign unfolds in familiar urban settings—pavements, cafés, and iconic neighbourhoods of the capital—where Moss strolls naturally in key looks from the latest collection. What sets this campaign apart is that Kate Moss styled herself, selecting and mixing pieces from a wide wardrobe provided by the brand, just as she would in everyday life. This choice underscores the message of authenticity that SELF-PORTRAIT consistently aims to convey in its collections.

Creative direction was led by Simmonds Ltd, with the beauty team comprising hair stylist Laurent Phillipon, make-up artist Tom Pecheaux, and manicurist Lauren Michele Piires. The production intentionally avoided any stylised artifice, prioritising naturalness and visual relatability. The result is a series of urban portraits that celebrate individuality, capturing Moss in a raw and unfiltered state.

Han Chong, the brand’s creative director, explained that working with Kate Moss means not transforming her, but allowing her to be herself. He highlighted her unique ability to bring an effortless attitude that elevates any garment. According to Chong, the aim was to capture real moments that convey honesty—emphasising that SELF-PORTRAIT’s designs are made to support women in their daily lives, not just for special occasions or meticulously curated shoots.

In a fresh approach to launch, the campaign is exhibited through independent newsstands. In London, the imagery appears in storefronts across Marylebone, Mayfair, Soho and Fitzrovia, catching passers-by in their everyday routines. In New York, the ads pop up on kiosks throughout the Lower East Side, seamlessly blending into the urban landscape and enhancing the visual rhythm of daily life.

The featured looks are now available on the brand’s official website, self-portrait.com, as well as in flagship stores and selected global stockists. This collaboration marks a new chapter in the ongoing relationship between Kate Moss and SELF-PORTRAIT, cementing a vision of fashion that is authentic, accessible, and deeply in tune with modern life.