Self-Portrait campaign marks several firsts as Jisoo steps up

London-based premium brand Self-Portrait has unveiled Korean it-girl Jisoo as the new face of the brand. It’s a significant move for the label and a reflection of the power of K-Pop.

Self-Portrait’s recent celebrity seasonal faces have been supermodels rather than entertainment stars and included Gigi and Bella Hadid, Naomi Campbell, Irina Shayk, Emily Ratajkowski, Phoebe Dynevor and Kate Moss.

But the key Asian market is clearly important to the label and the huge awareness the Korean megastar has in her own country and in Asia generally (as well as beyond that continent) means she’s a strong choice.

She’s the first musician to front a Self-Portrait campaign, and this campaign also marks her first partnership since launching her own company Blisoo. Plus it’s the first contemporary fashion campaign she’s appeared in. She sports the brand’s SS24 collection in a series of “ethereal” images shot in Seoul.

Self-Portrait founder and Creative Director Han Chong said: “Music has always played an important part in my life — it has been a universal language which has been a companion to me since I was very young, bonding me to communities from all around the world. Musicians quickly became a great source of inspiration for me as a designer — through their costumes, their chameleonic evolutions, and mesmerising performances. I’ve therefore always wanted to work with an artist who could transmit the values we hold at self-portrait and who represents the women we connect with globally. 

“We first started working with Jisoo many years ago, dressing her both on and off the stage, so having her front our campaign was a natural next step — it encapsulates the trajectory of the relationships we strive to nurture with those that we are fortunate enough to work with. Watching her journey to becoming a global icon has been so inspiring not only to me, but to a legion of fans.”