Han Chong’s Vision As The Brand Enters It’s Teenage Years

Fashion brands, like people, go through phases. There’s the exciting debut, the struggle for recognition, the moment of mainstream success, and then—the real test—the transition into something lasting. Self-Portrait is now firmly in its teenage years, a phase marked by confidence, experimentation, and the self-assurance that comes from knowing exactly who you are.

Founded by Han Chong in 2013, Self-Portrait has grown from a promising newcomer into a fully-fledged contemporary fashion force. What started as a lace-drenched, mid-priced alternative to luxury eveningwear has evolved into a brand with global reach, an expanding product portfolio, and a place on the most-wanted lists of celebrities, royalty, and fashion insiders alike.

But teenage years also bring a push for independence and reinvention—a need to expand, evolve, and move beyond what came before. That’s exactly where Self-Portrait stands today, entering a new era that includes jewellery, collaborations, and a broader retail presence, all without losing sight of what made it a success in the first place.

Han Chong: The Designer Who Gave Women Luxury Without the Hefty Price Tag

Born and raised in Penang, Malaysia, Han Chong’s journey into fashion was never about chasing status—it was about craft. He moved to London to study womenswear design at Central Saint Martins, where he honed his technical skills in cut, fabric, and tailoring. But while many of his peers set their sights on haute couture, Chong had a different vision: to create beautifully made, high-fashion designs that felt exclusive but remained accessible.

He first experimented with this approach as co-founder of Three Floor in 2011, a brand that gained early traction for its structured dresses and modern silhouettes. But Chong felt creatively constrained, unable to fully execute his ideas. In 2013, he decided to go solo, launching Self-Portrait with the belief that great design didn’t have to come with an unattainable price tag.

A Brand That Women Keep Coming Back To

Self-Portrait’s formula was simple yet revolutionary—create pieces that look and feel like high fashion but cost a fraction of the price of luxury brands. The designs quickly gained traction, and by 2014, Selfridges became the brand’s first major stockist, followed by Matches Fashion and Net-a-Porter the next year.

The Princess of Wales, Kristen Stewart, Rachel McAdams, Reese Witherspoon, and Michelle Obama are all fans. But unlike many celebrity-driven brands, Self-Portrait’s success wasn’t built on a single viral moment—it was a slow, steady rise, fuelled by repeat customers who loved its balance of structure and softness, polish and ease.

Part of what makes Self-Portrait so enduring is its ability to move with its audience. The lace midi dresses that defined its early success are still part of the brand’s DNA, but today’s Self-Portrait is so much more than occasionwear. The collections now feature tailored separates, structured blazers, soft suiting, and versatile pieces that work beyond the party circuit.

The Teenage Growth Spurt: Collaborations, Accessories, and Expansion

Like any teenager pushing for more independence, Self-Portrait is breaking out of its former mould and stepping into new territory.

One of the brand’s biggest moves has been its recent collaboration with Christopher Kane, a designer known for his daring, artistic approach to fashion. The collection blends Kane’s edgier sensibilities with Self-Portrait’s structured elegance, creating pieces that feel both experimental and refined—a perfect embodiment of a brand that is testing new creative limits while still knowing exactly who it is.

At the same time, Self-Portrait is building out its universe, moving beyond just clothing. The launch of its jewellery collection signals an evolution into a full lifestyle brand, with accessories designed to mirror the brand’s polished yet modern aesthetic.

Then there’s the London flagship store in Mayfair, which opened in 2022. More than just a retail space, the flagship cements Self-Portrait’s status as a serious fashion house, no longer just a stocked brand but a label with its own standalone identity.

Where Self-Portrait Fits in Fashion’s Class of 2024

Self-Portrait is part of a new generation of contemporary luxury brands that are rewriting the rules of accessibility and exclusivity. Alongside labels like Ganni, Reformation, and Needle & Thread, it has found a sweet spot between high-end craftsmanship and real-world wearability.

Unlike Ganni, which leans into Scandi-cool minimalism, or Reformation, which builds its brand around sustainability, Self-Portrait’s strength lies in its ability to make polish feel effortless. Its designs are tailored but never stiff, feminine but never overly delicate. This is occasionwear that doesn’t just sit in the wardrobe waiting for the right event—it’s meant to be worn, mixed, and lived in.

This ability to bridge generations and dress codes is what has kept Self-Portrait a favourite of both the Princess of Wales and Hailey Bieber—a rare feat in an industry where brands often cater to either youthful trend-chasers or mature luxury buyers, but rarely both.

Investing in the Next Generation

As the brand matures, so does Chong’s commitment to giving back to the industry that shaped him. In 2018, he launched a five-year scholarship fund for Central Saint Martins MA Fashion students, providing not just financial support but also mentorship from Self-Portrait’s team.

For a designer whose entire philosophy is built on making fashion more accessible, this initiative is a natural extension of his vision. Just as he has given more women access to luxury design without the luxury price tag, he is now ensuring that the next wave of fashion talent has the support to carve their own paths.

The Teenage Years and Beyond

Teenage years are about self-discovery, pushing boundaries, and proving that early success wasn’t just luck. Self-Portrait has entered this phase with confidence, ambition, and a clear sense of purpose.

The next steps feel inevitable—deeper expansion into accessories, potential moves into footwear or fragrance, and more strategic collaborations. But what will remain unchanged is the brand’s core ethos: beautifully crafted, thoughtfully designed fashion that is both aspirational and accessible.

Self-Portrait has outgrown its early cult status. It’s no longer the new kid on the block—it’s proving a fully realised fashion house, with maybe its best years still ahead.