Self-Portrait Pre-Fall 2022 Ad Campaign


Pre-Fall 2022 Ad Campaign

Review of Self-Portrait Pre-Fall 2022 Ad Campaign by Photographer Carlijn Jacobs with models Irina Shayk

Irina Shayk once again takes control of her own muse-like image in a new campaign from Self-Portrait. The top model is captured in a self-referential set of imagery by photographer Carlijn Jacobs for the brand’s Pre-Fall 2022 campaign.

The campaign continues the house’s ongoing narrative approach of self-aware, somewhat deconstructed imagery that celebrates the multitude of identity and selfhood.

I wanted to shift our campaign into something that felt really strong, powerful and clean to represent the joy and confidence associated with our brand and to celebrate the spirit at the heart of this new collection. Irina is the perfect woman for us – she has so much character and personality, and is able to show the different sides of the self-portrait woman so effortlessly. I’m so pleased to work with her and that our creative relationship continues to evolve.”

– Han Chong, Self-Portrait Creative Director

In addition to a few more traditional studio portraits, Jacobs’ imagery sees Shayk herself operating the camera that captures her image, which appears next to her on a video screen. With a layered sense of analogue distortion, the imagery boasts a cool and crisp aesthetic that feels at once vintage and in touch with a contemporary moment of digital celebrity and the multiplicity of virtual identities.

Self-Portrait once again stays true to its name, looking inward to create campaign imagery that is at once immediate and introspective with a subtle consideration of what image is.

Self-Portrait Creative Director | Han Chong
Photographer | Carlijn Jacobs
Models | Irina Shayk
Stylist | Katie Burnett
Hair | Mustafa Yanaz
Makeup | Sam Visser
Art Director | Lina Kutsovskaya for Be Good Studios

Senior Fashion Writer | The Impression
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