Self-Portrait leaves behind the fictitious sets and takes to the streets of London with a protagonist who needs no introduction: Kate Moss. Under the lens of Johnny Dufort and styled by Kate herself, the British brand proposes a very direct look at how women dress today: without filters.
The campaign, titled “Portraits of Kate,” doesn’t need much introduction or narrative, because it’s what you see in the photos: a legend in motion, walking through Marylebone, Mayfair or Soho as if it were just another Tuesday. But it isn’t. Because when Moss chooses what to wear from a room full of Self-Portrait pieces, she does so as if it were her own closet. No need to build a character for the occasion.
“I was given total freedom,” she explains. “I chose what I wanted to wear as if it were my own clothes. The light was good, the neighborhood I love… and suddenly the real paparazzi arrived.” The result: a natural, almost voyeuristic portrait of an iconic woman wearing ready-to-wear in the middle of the street. Han Chong, founder of Self-Portrait, sums it up: “With Kate you don’t need to transform her. You just let her be. Her authenticity does all the work.”
Visually, the campaign is integrated into the urban landscape through an unusual activation: the portraits were displayed in the windows of newsagents in London and New York. In the UK: Fitzrovia, Mayfair, Soho. On the opposite coast: Lower East Side newsagents. Fashion printed on a large scale, but on paper. As if they were vintage tabloid covers.
A very simple campaign yes, but always welcome because, we love Kate!
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