LONDON — One thing is clear about Apple Martin, the new brand ambassador for Self-Portrait: She has a sense of humor, and it’s proudly on display in the brand’s latest ad campaign, which breaks Tuesday.

Martin channels Eve from the Old Testament, cuddling up to a big white snake and striking various poses, apple in hand, for the photographer Ryan McGinley. Just to add to the fun, McGinley photographed her on an apple farm in upstate New York.

Styled by Mel Ottenberg, Martin wears pieces from the resort 2026 collection, which lands in stores later this week. They include a white, fine lace and satin maxi dress, an off-the-shoulder polka dot minidress and a silver gradient sequin dress.

According to Self-Portrait’s founder and creative director Han Chong, the portraits are meant to explore the different sides of the 21-year-old model’s personality as she steps into the marketing spotlight, and offer a glimpse of her personal style. 

In an interview, Chong said Self-Portrait wants to appeal to a broad demographic, and this season he chose to spotlight its youngest generation of clients.

“We wanted a campaign that would speak to her generation, but it was also important for me, as a designer, to learn how she sees the world, and what she has to say,” said Chong, adding that he chose McGinley for his associations with youth culture.

McGinley got his start in the early 2000s, training the camera on his twentysomething peers in downtown Manhattan. His work culminated in a solo show called “The Kids Are Alright” at the Whitney Museum of American Art. At 26, he was the youngest artist to have ever had a solo show there.

Chong said it was important for Self-Portrait to work with a photographer “who has a deep understanding of capturing youth in a way that feels honest, vulnerable and free. Ryan McGinley has a unique vision which brings this campaign to life in a deeply personal and powerful way.”

Martin was free to choose what she wanted to wear from the collection, and Chong said she picked more “grown-up” clothes — and that surprised him. “She’d never done any modeling before, but she’s very comfortable with herself,” he said.  

“She represents a new generation marked by self-confidence, curiosity and freedom of expression. Approachable, self-aware, professional — and wickedly funny — we are so proud to welcome her into the family,” he added.

Martin, the daughter of Gwyneth Paltrow and Chris Martin, trialed the campaign last month with a series of self-portraits taken on her phone and co-created posts with the brand. Earlier this year, she was also spotted wearing a Self-Portrait T-shirt on the campus of Vanderbilt University in Nashville, where she is a student.

Martin said that working with Self-Portrait “was a no-brainer — their British spirit reminds me of growing up in London, so it’s felt like home from the start. Plus, the collections are gorge and approachable! Han and the team welcomed me in as part of the creative process and I am having a lot of fun learning along the way,” she said.

This is Martin’s first major fashion ambassadorship, and in taking on the new role she has become part of a wider Self-Portrait family which includes Blackpink member Jisoo, Chinese actress Zhao Liying and Kate Moss.

This has been a big marketing year for Martin, who appears alongside Paltrow in GapStudio’s fall 2025, Collection 03 campaign. Those ads were photographed by Mario Sorrenti with creative direction by Zac Posen, executive vice president and creative director of Gap Inc.

Self-Portrait is in growth mode, too. The brand has more than 100 stores in Europe, the U.S. and southeast Asia, and Chong said the collections are getting bigger, with more lightweight fabrics.

He said his aim is to cater to the warming climate in various regions, and to the needs of the Self-Portrait customers, who range in age from their early 20s through their 60s.