Apple Martin, the 21‑year‑old daughter of actress Gwyneth Paltrow and Coldplay frontman Chris Martin, has been named the new face of London label Self‑Portrait in her first major fashion contract.
The brand announced the partnership Tuesday via an Instagram Reel shared jointly with Martin, who maintains a private account. In the clip, Martin introduces herself, saying, “It’s me, Miss Apple Blythe Alison Martin, coming to you from the floor in a gorg Self‑Portrait little baby tee and these cute a—s earrings,” and adds, “I’m so excited to be the new Miss Self‑Portrait, and for the campaign to come out.” Martin later commented on the post, “I am so excited! And so so grateful for this opportunity. Thank you so much ❤️.”
According to a press release from the label, the collaboration will unfold over the coming months and include a series of portraits, short films and activations running through the end of the year. Self‑Portrait also posted a photo welcoming Martin with the caption “Welcome to the family @applemartin.” The white cropped T‑shirt Martin wears in the initial clip is listed on the Self‑Portrait site for $190.
Martin, a sophomore at Vanderbilt University where she is studying law, history and society, was photographed earlier this month on campus wearing a white and red Self‑Portrait tee paired with low‑rise straight‑leg jeans and black ballet flats. The appearance on Sept. 2 preceded the brand’s public announcement and drew attention to her campus style.
Self‑Portrait, founded in London and known for its accessible contemporary dresses and signature lace silhouettes, has in recent years broadened its marketing to feature emerging figures from social media and culture. The brand’s announcement frames Martin as an “It” girl and positions the forthcoming work as a multimedia campaign rather than a single print shoot.
Martin’s appointment follows a trend of brands partnering with celebrity offspring and influencers to reach younger demographics. The press release did not disclose financial terms of the agreement. Self‑Portrait’s stated plan for portraits, films and activations suggests staged releases over several months, with further images and content expected as the campaign rolls out.
Representatives for Self‑Portrait did not immediately provide additional comment beyond the release. Martin’s public statement on the brand’s post reiterated her enthusiasm for the collaboration. Further campaign materials and dates for the planned activations were not announced in the initial release.