Kate Moss steps out in looks she hand-picked from self-portrait’s latest collection, photographed by Johnny Dufort.
For self-portrait’s new campaign, Kate Moss claims the streets of London as her backdrop, strolling through Marylebone, Mayfair, Soho and Fitzrovia in looks she chose herself, all through the lens of photographer Johnny Dufort. The images, pasted across independent newsagents in both London and New York, turn newsstands into impromptu galleries.
“When you work with Kate Moss, you don’t need to transform her into a character; she remains unmistakably iconic and unrivalled when it comes to her natural style and authenticity, and this is what we wanted to capture for this second time working together; a portrait of everyday moments that feel honest and unfiltered. It’s always a privilege working with Kate, and seeing her inject our collections with an attitude and spirit that only she can.” said Han Chong, founder and creative director of self-portrait.
Moss embraced that freedom. “It was great to work with Han and self-portrait again on this campaign. I had a free rein; they sent over a whole room of clothes and I chose what I wanted to wear like I would from my own wardrobe. We shot in an area that I love, the sun was shining, I had a great day. It was funny when the real paparazzi turned up…” The result feels more candid than posed.
Self-portrait’s message is clear: occasion dressing no longer waits for a red-carpet invitation. By placing its ready-to-wear pieces against pedestrian crossings and corner shops, the brand insists that modern ceremony is wherever a woman decides to stand. These everyday vignettes, carry the label’s ongoing conversation about how women live, dress and are seen.
The trans-Atlantic roll-out mirrors that philosophy. In London, campaign images interrupt daily commutes; on New York’s Lower East Side, the same visuals serve as living billboards. Shoppers can find every look now on self-portrait.com, in the brand’s flagships and through selected retailers worldwide — a direct line from poster to purchase.
