Self-Portrait Fall 2025 Ad Campaign

Review of Self-Portrait Fall 2025 Ad Campaign by Art Director Christopher Simmonds and Photographer Drew Vickers with model Jisoo

The latest Self-Portrait Fall 2025 campaign, fronted by BLACKPINK’s Jisoo, marks another successful return for the global ambassador in her fourth collaboration with the brand. Under the creative direction of Han Chong and captured by Drew Vickers, this campaign propels Self-Portrait into an imagined digital future, building upon a different concept than the 1960s themes in the Pre-Fall 2025 predecessor. It’s a creative risk that sees the brand exploring new visual territories, leveraging advanced technology to craft a distinctive narrative for the upcoming season.

Vickers’ photography works in tandem with AI-led techniques and green screen technology, transporting Jisoo into computer-rendered metropolises and unique cityscapes. The mood is futuristic and polished, charged with artificial light and reflections that illuminate the sleek structures of these dreamscapes. Jisoo, with her effortless yet captivating presence, navigates these digital environments, causing a visual dialogue between humans and the algorithm.

Key pieces are spotlighted from the collection, including an intricate white lace minidress, belted knit leggings, a classic black boucle jacket, and an array of new croc-effect mini bags. Each element of the art direction supports the campaign’s forward-thinking message, highlighting how these innovative techniques can create an engaging visual language.

The scenes can be viewed as striking, likely due to the bold leap into AI-driven visuals. By employing generative image-making and green screen technology, Self-Portrait fronts a willing attitude to experiment and push creative boundaries. This direction actively aligns with the current contemporary desire for novelty and technological integration in fashion.

Throughout, there’s room for a more developed, explicit narrative beyond just “moving through digital spaces.” While the visuals are prominent, a deeper exploration of Jisoo’s role within these envisioned worlds, maybe with more emotional resonance or a further story arc, could elevate the overall impact. Yet, the campaign effectively does its job by aligning with the brand’s identity of modern femininity, now freshly infused with a touch of digital innovation that appeals to its audience.

Jisoo for the Self-Portrait’s Fall campaign is a compelling statement on the evolving landscape of fashion imagery. It signals Self-Portrait’s embrace of an AI-powered future, positioning the brand not just as a supplier of sleek design, but also as a thoughtful explorer of digital frontiers. It’s a campaign that leaves the reader considering the increasingly blurred lines between reality and imagination in fashion’s visual storytelling.