South Korean pop icon Jisoo has returned for her third collaboration with London-based fashion label Self-Portrait, starring in its Pre-Fall 2025 campaign. The visuals, captured by photographer Drew Vickers in Seoul, take a bold step into a retro-futuristic world, blending nostalgia with modern digital artistry.
The campaign, titled “Dreams of Past Lives,” presents Jisoo amidst AI-generated dreamlike backdrops inspired by the energy and spirit of the Swinging ‘60s. The result is a visual narrative that seamlessly fuses hyperreal aesthetics with synthetic dreamscapes, portraying the BLACKPINK singer as if she’s floating between alternate dimensions.
Jisoo models key looks from the pre-fall collection, including a nylon windbreaker layered over a gingham bandeau and houndstooth mini skort, a laced white blouse with a cream denim beaded skirt, and a crisp white cotton minidress complemented by a bow basket bag.
Self-Portrait’s founder and creative director Han Chong highlighted the role of artificial intelligence in enhancing the campaign’s storytelling. “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,” Chong explained.
He described the collection’s tone as “familiar but surreal, nostalgic but completely new,” adding that AI allowed them to reflect those contradictions creatively.
Chong also spoke about the evolving partnership with the “Earthquake” singer, emphasizing the continued creative synergy between them. “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 said.
Jisoo echoed the sentiment, expressing appreciation for the collaborative process. “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,” she said. “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.”
The artist first headlined Self-Portrait’s Spring 2024 campaign and later fronted the brand’s Pre-Fall 2024 collection, shot in a recording studio in Seoul.
In a previous interview, Chong revealed his longstanding relationship with Jisoo, which began in 2017. He shared that she also wore his designs during the release of her solo album ME in 2023. “Musicians 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,” Chong added.
With Dreams of Past Lives, Self-Portrait and Jisoo continue to blur artistic boundaries, combining technology, style, and star power to create a campaign that feels both timeless and visionary.
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