Self-Portrait "Portraits of Kate" Ad Campaign 2025

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For the Portraits of Kate ad campaign, Self-Portrait masterfully dismantles the pedestal of luxury fashion by placing iconic supermodel Kate Moss within the gritty, unremarkable fabric of everyday urban life. Creative director Han Chong, working alongside creative director Christopher Simmonds, leans into a candid, documentary-style aesthetic that captures Moss navigating mundane backdrops—from neon-lit convenience store aisles to construction-strewn city sidewalks. Photographer Johnny Dufort utilizes natural light to bridge the gap between high-fashion editorial polish and raw street-style realism, creating a visual tension that feels both spontaneous and meticulously curated. The campaign thrives on this juxtaposition: Moss is styled in sharp, structured leather bombers and delicate lace midi skirts, accessories that are grounded by the jarring presence of traffic cones, vintage cars, and plastic retail displays. The project utilizes a live-action technique to breathe motion into the portraiture, framing the subject as a modern flâneur whose presence elevates the pedestrian environment. With grooming led by hair stylist Laurent Philippon and makeup artist Tom Pecheux, the look remains effortlessly undone, reinforcing the campaign’s core narrative of nonchalant sophistication. By avoiding the sterilized perfection typical of the luxury industry, Self-Portrait delivers a compelling study of personality and place, proving that true style persists even amidst the most ordinary of urban surroundings.