Self-Portrait Taps Apple Martin for a Dreamy Fairytale-Inspired Fashion Story

Apple Martin channels ethereal elegance in Self-Portrait’s Fall 2025 campaign, blending innocence, shimmer, and rebellion under Ryan McGinley’s lens.

Apple Martin is carving out her own identity in fashion, fronting Self-Portrait’s Fall/Winter 2025 campaign with an ethereal yet defiant presence. Photographed by Ryan McGinley and styled by Mel Ottenberg, the campaign unfolds across an upstate New York orchard, where the romantic and the rebellious collide in true Self-Portrait style.

Set against the backdrop of misty forests and ripened apple trees, Apple becomes both muse and modern-day Eve. In one hauntingly beautiful shot, she grips a bow, her silver sequin dress glinting like armor as sunlight filters through the leaves. Another captures her kneeling among fallen apples, wearing delicate ivory lace, a look that merges the brand’s soft femininity with an undercurrent of strength.

The campaign’s most iconic image shows Apple barefoot in a flowing white gown, a golden serpent draped across her shoulders—a powerful symbol of innocence entwined with temptation. It’s fashion as storytelling: Self-Portrait’s signature lace, shimmer, and sculptural silhouettes reimagined with mythic intensity.

“I’m so excited for this campaign to be out in the world,” Apple shares. With McGinley’s cinematic touch and Ottenberg’s artful styling, the campaign perfectly captures Self-Portrait’s blend of British refinement and dreamlike sensuality.

This marks a milestone moment for Apple Martin, signaling her rise from famous lineage to fashion’s newest face of modern mystique.