Jisoo Is the First Musician to Be the Face of This London Fashion House: See the Photos

Adding to an arsenal of fashion partnerships such as Dior and Cartier, Jisoo is the new face of Self-Portrait, marking several firsts for the BLACKPINK superstar and the London-based fashion house.

Following previous Self-Portrait muses such as Naomi Campbell, Kate Moss, Gigi Hadid, Emily Ratajkowski, Irina Shayk, Bella Hadid, Kate Moss and Phoebe Dynevor, the news not only marks the brand’s first time having a musician front the accessible line since its 2013 founding, but also serves as Jisoo’s first contemporary fashion campaign following the February announcement of her own label and agency, Blissoo.

Billboard has a look at the Spring/Summer 2024 collection, including an exclusive photo of Jisoo in a blue dress from the campaign. Captured in South Korea by photographer Yoon JiYong (who shot the artwork for Jisoo’s ME solo album, her 2023 ELLE Korea cover, as well as lensed her bandmates Rosé, Lisa and other top K-pop stars), Self-Portrait founder and creative director Han Chong describes Jisoo’s campaign in a press release as showcasing “her beauty, both inside and out, to be front and center of this first series of portraits we shot together in Seoul.”

Chong notes that the collaboration is a natural step after first connecting with Jisoo around BLACKPINK’s debut in 2016.

“We first started dressing Jisoo over seven years ago, sparking a relationship that we hope will continue for many more years to come,” he tells Billboard. “Aside from the pieces she has worn on and off stage, my favorite moment has to be when we were together on set for this shoot — Jisoo gravitated towards her favorite pieces immediately, and so we let her choose what she wanted to wear for the campaign. It needed to feel real and authentic to where Jisoo is in her life right now, and for me, knowing that she felt like the best version of herself brought me such satisfaction and joy.”

Citing Jisoo’s “Flower” and BLACKPINK’s “Pink Venom” and “Shut Down” as favorites, Chong adds that the goal is “wanting to capture Jisoo in an honest and authentic way — it’s our take on modern portraiture. She is evolving into her next chapter as an independent artist, and there is something so empowering about that. I hoped to shine a light on Jisoo on this important moment in her life and career.”

Chong says Jisoo’s indie move — which includes a renewed contract for BLACKPINK under YG Entertainment — influenced the timing to officially team with Jisoo for the accessibly priced fashion line, which has been worn by musicians including Beyoncé, Alicia Keys, Rosalía, Olivia Rodrigo and BLACKPINK.

“When it comes to our campaign casting, I’m always inspired by women who inspire our audience and women who are truly themselves,” says the Penang, Malaysia–born creative. “It’s something which has become a constant thread running through our campaigns. We then look to tailor each campaign or creative to the face of that moment, making it a celebration of the personality which we hope shines through in the images. With Jisoo, I was really interested in where she is on her journey, stepping into solo projects and celebrating her transition into independence. The first set of images captured through a series of portraits bring to life her journey into womanhood.”

The items Jisoo showcases — including the pale-pink sequin minidress with black trim, the orange and pink rhinestone embellished minidress and the blue minidress with the very appropriate flower embellishments — are all available online, in Self-Portrait stores globally and through its international network of retailers as part of the new collection.

See photos from Jisoo’s Self-Portrait campaign below: