self-portrait presents the Pre-Fall 2025 campaign starring Jisoo. This marks the third time that Founder & Creative Director Han Chong has cast the global musician and actress in a campaign.
 

“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.” –  Han Chong

Photographed by Drew Vickers, whose atmospheric use of AI has marked him as one of fashion’s most progressive image-makers, the new campaign places Jisoo at the centre of AI-generated backdrops.