Self-Portrait unveils high-profile Apple Martin campaign

Apple Martin has been making a splash since her debut as a model and her latest campaign is for Self-Portrait, following her announcement as the new face of the label back in September.

The campaign comes just a couple of weeks after the headlines surrounding her campaign for Gap (alongside her mother Gwyneth Paltrow) and is likely to dominate just as many headlines.

Captured by photographer Ryan McGinley (“renowned for his authentic depictions of youth culture”), the images were shot on a farm in upstate New York earlier this year.

The portraits “explore different sides of Apple’s personality as she steps confidently into the spotlight, offering an honest and intimate glimpse into her evolving style and public identity”.  

The looks were styled by Mel Ottenberg and see Martin wearing pieces from the brand’s latest ready-to-wear collection, including a white fine lace and satin maxi dress, off-the-shoulder polkadot minidress and silver gradient sequin dress. 

Han Chong, founder and creative director of the label, said: “We wanted this latest chapter in our Portraits series  to continue our exploration of effortless self-expression – something that defines who we are as a brand. Apple captures the spirit of a generation of women stepping into the world independently. 

“Working with her has been incredibly inspiring – she represents a new generation marked by self-confidence, curiosity and freedom of expression. Approachable, self-aware, professional and wickedly funny, we are so proud to welcome her into the family.”

Chong added: “It was really important for us to work with someone who has a deep understanding of capturing youth in a way that feels honest, vulnerable and free. Ryan McGinley has a unique vision, which brings this campaign to life in a deeply personal and powerful way.” 

Announced earlier this year via a series of self-portraits taken by Martin herself, this campaign is the first fruit of the ongoing alliance and the brand said it will “evolve over the coming months”.

The label has previously used a variety of celebs in its marketing including most recently Blackpink’s Jisoo, plus Emily Ratajkowski, Gigi Hadid, Naomi Campbell, Irina Shayk, Bella Hadid and Kate Moss.