Drew Vickers links AI dreamscapes and ’60s references in a new campaign shot in Seoul.
London-based label self-portrait has revealed its Pre-Fall 2025 campaign, photographed by Drew Vickers in Seoul and fronted once again by musician and actor Jisoo. The project marks the third time founder and creative director Han Chong has placed her at the heart of the brand’s imagery, extending a collaboration that has become central to its recent story.
“Even with everything she’s achieved, there’s still a sense of mystery about her, and I think that’s what makes her such a compelling face for the brand. There’s a natural creative rhythm between us that makes each campaign feel like a continuation of a conversation we’re still having,” Chong said.
Titled “Dreams of Past Lives,” the campaign sets Jisoo against a series of AI-generated backdrops that drift between 1960s references and glints of tomorrow. Chong noted that working with Vickers and AI let the team “blur the line between what’s real and what’s imagined… The AI wasn’t there to replace anything, but to build new worlds for Jisoo to inhabit.” That framing positions the technology as a collaborator rather than a stand-in. Our feature “AI: The End of Creative Work as We Know It Begins Now” explores how this type of partnership is already reshaping authorship and credit in fashion imagery.
“Working with Han and self-portrait is always really inspiring; I feel completely empowered to be myself while at the same time having the freedom to tap into the different sides of my personality and style,” Jisoo added. “There is a real sense of trust between Han and I, and I feel with this new campaign we have dreamt up something really new and refreshing.”
Across those dreamscapes, she moves through looks that balance everyday ease with a touch of fantasy: a nylon windbreaker layered over a gingham bandeau and houndstooth mini skort; a white lace blouse teamed with a cream denim beaded skirt; and a crisp cotton mini dress paired with the Rattan Bow Basket Bag. The collection is available now at self-portrait.com, in the brand’s stores worldwide, and through its network of global retailers.
