Contemporary womenswear brand Self-Portrait has recently unveiled its Lunar New Year campaign, a cinematic series that pays homage to Hong Kong TV dramas. This celebration of the Year of the Snake captures intimate moments of festive life in Hong Kong, particularly its culinary culture. Photographer Feng Li was behind the lens, and according to Han Chong, the founder and creative director, these shows were more than just entertainment; they enriched simple meals.

Brand Origins and Strategy

Han Chong, born in Penang, Malaysia, studied Fashion Design at London's Central Saint Martins. In 2013, he launched Self-Portrait with an intentionally accessible price point due to limited initial capital. This strategy paid off as the brand now retails from 80 stores worldwide, with a significant share in Asia, especially mainland China. Over the decade, it has expanded from elevated partywear to include handbags, jewelry, and kidswear. It has been seen on a long list of glitzy stars, including Nicole Kidman and Gigi Hadid, and even royalty like Kate Middleton and Queen Letizia of Spain.

Acquisition and Residency

In 2021, Chong acquired eveningwear brand Roland Mouret, rescuing it from administration. September's residency announcement revived Christopher Kane, a loss that had been felt by the industry. Chong explained that he wanted to do something outside the box and offer Kane's design to his audience. With 10 years of business under his belt, his brand has the capacity and infrastructure to do this. He is bucking the trend as labels around him struggle due to the pandemic and dampened consumer sentiment.

Focus on Asia Market

China accounts for nearly a third of sales. After a year of due diligence, the company signed a joint venture in 2019 with the Shenzhen-based Ellassay Group. In 2020, it opened the first store in Beijing's SKP as the pandemic forced a splurge in the country. There are now 65 stores across the mainland, with actress Zhao Liying as the global brand ambassador. A focus on merchandising localized to the weather, sizing, and trends, along with a loyalty program that treats VIPs like luxury clients, is a demanding but ongoing commitment.

Diversity and Outlook

In 2025's Lunar New Year, Chong reunites with Hong Kong icon Lau, emphasizing the brand's "inclusive demographic." Creative strategist Alvin Goh suggests that this diversity confirms Self-Portrait's Midas touch. Ageism isn't an issue for the brand as its clients are more diverse, giving it a wider audience compared to luxury brands. Consumers are cutting back, but Chong's focus on maintaining relationships with his customers is paying off. "The relationship is very special. A lot of my consumers trust their sales person, so you need to know the market share you have and how to make sure they stay with you. We focus on this a lot," he says.