What determines the aesthetic appeal of artworks? Recent work suggests that aesthetic appeal can to some extent be predicted from a visual artwork’s image features. Yet, a large fraction of variance in aesthetic ratings remains unexplained and may relate to individual preferences. We hypothesized that an artwork’s aesthetic appeal depends strongly on self-relevance. In a first experiment, observers viewed real artworks and rated them for aesthetic appeal and self-relevance. Aesthetic appeal was positively predicted by self-relevance. In a second experiment, we developed a method to create synthetic, self-relevant artworks, by using deep neural networks that transferred the style of exist- ing artworks to photographs. Style transfer was applied to self-relevant photographs which were identified based on autobiographical memories, self-identity, interests, common activities and pref- erences. Self-relevant, synthetic artworks were rated as more aesthetically appealing than matched control images, at a level similar to real artworks. Thus, self-relevance is a key determinant of aesthetic appeal, independent of artistic skill and image features.