Apple Martin has officially entered her modeling era, and her debut with Self-Portrait proves she’s more than just celebrity lineage. Photographed by Ryan McGinley, the campaign reimagines the story of Eve through a youthful, tongue-in-cheek lens. Standing barefoot in an upstate New York apple orchard, Martin holds a pale serpent with calm ease, signaling her comfort in front of the camera.
Han Chong’s vision for the campaign reflects Self-Portrait’s growing dialogue with youth culture. As the brand celebrates its global reach, Chong remains fascinated by how Gen Z approaches style—less about perfection, more about personality. “It was important for me to learn how she sees the world,” he shared, emphasizing how Apple’s sense of ease shaped the direction of the shoot. Styled by Mel Ottenberg, the looks range from soft lace to structured sequins, embodying a wardrobe that feels effortlessly polished but never overdone.
Photographer Ryan McGinley’s involvement injects the campaign with a raw sense of authenticity. Known for his spontaneous portraits of freedom and friendship, McGinley brings an emotional honesty that strips away pretense. His early work, often chronicling his peers in New York’s downtown scene, captured the energy of youth without trying to idealize it. That same unfiltered approach runs through this collaboration. The imagery glows with soft light and subtle movement, showing Martin not as a polished icon but as someone simply enjoying the moment. It’s a mood that feels refreshing within the fashion space, where imperfection often becomes the new definition of real beauty.
Trending Self-Portrait Styles
For Apple, stepping into the role of brand ambassador feels natural, yet undeniably monumental. Growing up as the daughter of Gwyneth Paltrow and Chris Martin, she has long been familiar with the public eye, but this campaign allows her to define her identity outside of it. Her connection to Self-Portrait comes from nostalgia and self-assurance in equal measure. “Their British spirit reminds me of growing up in London, so it felt like home from the start,” she said. This partnership feels less like a launch and more like a continuation of her evolving story—one that balances inherited elegance with a sense of individual cool. She joins a brand family that includes Jisoo, Kate Moss, and Zhao Liying, aligning herself with a generation of women redefining what modern glamour looks like.
The Cool Index
The Cool IndexSelf-Portrait’s campaign with Apple Martin delivers style with emotion, pairing youthful authenticity with timeless elegance in a vision that feels fresh yet familiar.
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Brand DNA
Founded by Han Chong in 2013, Self-Portrait is known for its effortlessly romantic and modern designs that blend accessible luxury with youthful energy, appealing to confident women worldwide.
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