Self-Portrait Pre-Fall 2024 Ad Campaign

Review of Self-Portrait Pre-Fall 2024 Ad Campaign by Photographer Yoon JiYong with model Jisoo

Jisoo is the latest talented young woman to bring Self-Portrait’s vision of expressive femininity to life. The K-pop star and Blackpink member is captured in the brand’s Pre-Fall 2024 campaign by photographer Yoon JiYong.

Jisoo is right at home in the setting of a Seoul recording studio. Self-Portrait’s flirty yet sophisticated, statement-making party dresses aren’t what you might expect to see in this environment, however, and the images thus have a kind of tension that blurs the boundaries between an art-world work day and fashion fantasy – a kind of approach that’s not unfamiliar for a K-pop persona.

The brief accompanying video puts these portraits in motion while lending a strain of cinematic mystique through its noirish jazz soundtrack.

Though evolution doesn’t seem to be a concern for Self-Portrait’s highly consistent approach to design and campaign production, the brand does take quietly confident steps toward expanding its universe with each campaign that features a new it-girl casting choice. This latest campaign is another buzzworthy continuation of that steady communication practice.