Apple Martin is stepping into her own spotlight as the new face of Self-Portrait’s fall-winter 2025 campaign. Photographed by Ryan McGinley and styled by Mel Ottenberg, the story unfolds across an upstate New York orchard and forest, capturing a fairytale-meets-fashion energy.
The campaign shows Apple as both muse and mystery. In one shot, she holds a bow among apple trees, her silver sequin dress flashing like armor. In another, she kneels among fallen fruit in delicate lace.
Self-Portrait Fall/Winter 2025 Campaign
The most striking image features her standing barefoot in a white gown, a golden snake draped across her shoulders. It’s a bold, Eve-like symbol of innocence and rebellion. The collection itself blends Self-Portrait’s romantic signatures like lace, shimmer, and structure with a playful British sensibility.
For Apple, who previously appeared in a Gap campaign alongside her mother, Gwyneth Paltrow, this marks her first solo moment as a fashion ambassador.
“I’m so excited for this campaign to be out in the world,” Apple says. And with McGinley’s dreamy lens and Ottenberg’s effortless styling, it’s clear: this is just the beginning of her own self-portrait.
