Apple Martin, the 21-year-old daughter of actor and entrepreneur Gwyneth Paltrow, has been announced as the new face of London fashion house self-portrait, marking her first major brand campaign.
The collaboration, revealed Sept. 10, 2025, was presented through a series of self-portraits shot by Martin and, according to the company, will "evolve and unfold over the coming months through a series of fashion portraits, films and activations." The campaign marks the first time Martin has been the face of a fashion label.
The images show Martin in a range of looks from the label’s collections. British news outlet the Daily Mail reported that several of the pieces seen in the portraits are available for purchase through self-portrait’s retail channels, identifying items including a white jersey T‑shirt with a red SP logo priced at £113, micro bow pearl earrings for £95, an embroidered SP logo T‑shirt for £113, and a DÔEN Darling short listed at £248.
Founded in London in 2013 by designer Han Chong, self-portrait has become known for occasionwear and modern silhouettes aimed at daytime and evening dressing. The brand’s roster of high-profile wearers and collaborators has included models such as Emily Ratajkowski, Gigi Hadid, Naomi Campbell, Irina Shayk, Bella Hadid and Kate Moss, and entertainers including Beyoncé, Olivia Rodrigo and Selena Gomez.
Chong trained at Central Saint Martins and, in 2018, established a scholarship program with the college that offered financial backing and mentorship to students pursuing master’s degrees in design. The company has also said it is working to reduce its environmental impact by introducing responsibly sourced fibres and, beginning in 2019, adding organic cotton and recycled chiffon into its collections.
Self-portrait positioned the new campaign as an exploration of personal portraiture and wardrobe, using Martin’s self-shot images as the primary creative vehicle. The label did not immediately provide further commercial or scheduling details beyond the announcement; Martin’s representatives did not immediately respond to requests for comment.
The appointment adds to a trend of celebrity-adjacent figures and younger models fronting campaigns for established fashion houses as brands seek fresh faces and digital-first content. Self-portrait’s use of filmed activations and portraiture reflects a wider industry move toward multimedia campaigns aimed at social platforms and e-commerce integration.
The company said the campaign will continue to roll out through the autumn and into next year, with additional portraits, short films and retail activations planned. Retail availability for pieces featured in the initial portraits was listed on self-portrait’s website and by third-party retailers at the time of the announcement.