Self-Portrait

Spring Summer 2022
Brand Campaign

The self isn’t static. No one is just one. For London-based label Self-Portrait’s first brand campaign, we showcase the many sides—and shifts—of our subjects, Bella Hadid and Irina Shayk, through the lens of Harley Weir.

In partnership with Be Good Studios, I came up with the concept of investigating the multiplicity of the self, told through a series of “self-” expressions. I crafted all the copy elements: from the “self-” headline for each image, to using the brand’s name as a crediting device for talent and photographer (e.g. “Self: Bella Hadid” and “Portrait: Harley Weir”), to writing the campaign messaging across channels.