RETRO GLAM: South Korean pop star Jisoo has collaborated with the London-based fashion label Self-Portrait for the third time as she features in its pre-fall 2025 campaign, which has a retro futuristic lens.

Shot by Drew Vickers in Seoul, the Blackpink star posed against a series of imagined, AI-generated backdrops inspired by the vibrant energy from the Swinging ‘60s.

It resulted in a series of striking visuals, titled “Dreams of Past Lives,” juxtaposing nostalgia and futurism, the hyper real and the synthetic, as if Jisoo is flickering between dreamscapes. She wears key pieces from the pre-fall 2025 range, such as a nylon windbreaker over a gingham bandeau and houndstooth mini skort, a laced white blouse styled with a cream denim beaded skirt, and a crisp white cotton minidress paired with a bow basket Bag.

“We’ve always used our campaigns to tell stories, but working with Vickers and this kind of technology let us blur the line between what’s real and what’s imagined. The AI wasn’t there to replace anything, but to build new worlds for Jisoo to inhabit,” said Han Chong, founder and creative director of Self-Portrait.

The designer thinks the use of AI cleverly reflects the mood of the pre-fall 2025 collection: “familiar but surreal, nostalgic but completely new.”

As for the continuous partnership with the “Earthquake” singer, Chong believes there is a lot more to be explored.

“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,” he added.

“Working with Chong and Self-Portrait is always really inspiring. I feel completely empowered to be myself while at the same time having the freedom to tap into the different sides of my personality and style. There is a real sense of trust between Chong and I, and I feel with this new campaign we have dreamed up something really new and refreshing,” said Jisoo.

Jisoo first fronted the brand’s spring 2024 campaign and later shot the Self-Portrait pre-fall 2024 campaign in a recording studio in Seoul.

In an earlier interview with WWD, Chong said he’s been dressing Jisoo on- and off-stage since 2017. He said the singer wore his designs when she released her solo album, “ME,” last year. 

Musicians, he added, “have always been a part of the Self-Portrait story, and this was a natural progression. I also have a very diverse audience, and Jisoo is inspiring to my customer. She is a role model to so many.”