Apple Martin Fronts Her First Fashion Campaign for self-portrait

Apple Martin, the 21-year-old daughter of Gwyneth Paltrow and Chris Martin, has landed her first major fashion campaign. She is the new face of London label Self-Portrait. The reveal came on September 9 via playful Instagram posts and a short reel. Apple filmed herself, smiled at the camera, and showed off a pair of bow-and-pearl earrings. She called herself “Miss Self-Portrait” and said she was excited for what’s next. The brand welcomed her with, “Welcome to the family @applemartin.” 

At a Glance

Item	Details
Who	Apple Martin, age 21, student at Vanderbilt University.
What	First fashion campaign; new face of self-portrait.
How	Self-shot “self-portraits” and a casual video shared on Instagram.
When	Announced September 9, 2025 (IST).
Brand	self-portrait, founded in 2013 by designer Han Chong in London.

What Happened

Apple led the announcement herself. She wore a white baby tee with the brand name and later a white halter top. She also posed in a mirror wearing red shorts. The setup looked simple and direct. No studio lights. No big set. Just a phone, a mirror, and a confident grin. The tone felt friendly and honest, and fans noticed right away. 

Who is Self-Portrait?

Self-Portrait is a modern British fashion house started by Han Chong in 2013. The brand focuses on strong structure, smart materials, and an “honest” price point. It aims to make beautiful design more accessible. That idea has helped the label grow around the world. 

The label has worked with many famous faces. Past partners and fans include Emily Ratajkowski, Gigi Hadid, Naomi Campbell, Irina Shayk, Bella Hadid, Kate Moss, and Jisoo. Stars who have worn the brand include Beyoncé, Michelle Obama, Olivia Rodrigo, Selena Gomez, and more. Apple now joins that list. 

Why This Deal Matters

• It’s her first. This is Apple’s first time as the face of a fashion brand, so it marks a key step in her public career. 
• It fits the moment. The campaign uses selfies and lo-fi video, which match how many fans discover style today. 
• It sets a tone. The casual voice and simple shots say she’s in control and having fun.

Apple’s Path So Far

Apple made a splash at Chanel’s haute couture show in January 2023. The appearance put her on fashion’s radar. She later spoke about the attention that followed and how she handled online comments. 

In an April 2025 interview, Apple said even one harsh remark can hurt, so she avoids comment sections now. She wants to stay focused on school, music, and the people she loves. She also noted how living under steady public watch can feel intense. Her words sounded honest and grounded. 

Timeline

• 2013: self-portrait is founded by Han Chong in London. 
• Jan 2023: Apple attends Chanel’s haute couture show in Paris. 
• Nov 2024: Apple’s debutante appearance draws attention to her formal style. 
• Apr 2025: She opens up about online criticism in Interview magazine. 
• Sept 9, 2025: She is announced as the new face of self-portrait. 

What the Brand Says Comes Next

The company says this partnership will grow over the next months. Expect more fashion portraits, short films, and live or digital activations. The goal is to show the easy, confident, and self-expressive spirit that moves the label and its young fans. 

What She Wore and How It Looked

• White baby tee with the brand’s name.
• Red shorts in mirror selfies with “self-portrait” written across the screen.
• White halter top in a final selfie post.
• Soft makeup with winged eyeliner and glossy lips.

The shots felt real and unforced. They looked like the pictures many of us take at home. But they also felt polished enough for a campaign. That balance is tricky, and it worked here. 

Quick Facts Table

Question	Answer
Is this her first brand campaign?	Yes. This is her first time fronting a brand.
Where did the reveal happen?	On Instagram, through selfies and a short video.
What’s special about the visuals?	They’re self-shot and intimate, not studio-heavy.
Who founded the brand?	Designer Han Chong in 2013, in London.
Will there be more content?	Yes. More portraits, films, and activations are planned.

Why It Resonates

The campaign’s voice feels like Apple’s own. It’s simple, confident, and a little cheeky. And it shows a path that many young people recognize. Share your style, keep your boundaries, and do the work you enjoy. Apple seems set to do exactly that, and the brand is betting on it. 

The Bottom Line

• Apple Martin is the new face of Self-Portrait, announced Sept 9, 2025. 
• The rollout used self-shot selfies and a friendly Instagram reel. 
• The brand was founded in 2013 by Han Chong and focuses on accessible design.
• More portraits, films, and activations are on the way.

Featured img url – Andrea Raffin, CC BY-SA 3.0, via Wikimedia Commons