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The way it grew to become an iconic model in simply 5 years

How it became an iconic brand in just 5 years


The way it grew to become an iconic model in simply 5 years

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What do Meghan Markle, Michelle Obama, Khloe Kardashian, Kate Middleton and, most likely, your finest mate have in widespread? All of them personal a Self-Portrait costume.

Only a few trend labels handle to enchantment, and be accessible, to so many alternative girls however Malaysian-born Han Chong bridged a niche when he created his aspirational, but reasonably priced, clothes line.

“There are many manufacturers on the market designing luxurious trend nevertheless it’s not accessible.” Chong tells the Customary. “There has at all times been a large hole between excessive road and luxurious, by no means something in between. I needed to have the ability to carry nice design and high quality, at an sincere value level, to a wider viewers.”

It wasn’t simply the label’s affordability that caught girls’s consideration when it launched 5 years in the past, Self-Portrait additionally had an immediately recognisable aesthetic. “My focus initially was to ascertain a recognisable signature – it helped get the model seen,” explains Chong who moved from Malaysia to review a level in womenswear at Central Saint Martins in London.

a girl in a dress: Pink Azaelea Dress, £260 (Self-Portrait )

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Pink Azaelea Gown, £260 (Self-Portrait )

Chong’s first design, the Azaelea costume, was crafted from cut-out guipure lace and the fragile design gave a recent and modern spin on conventional florals. Through the summer time of 2015 it was a shock in the event you went to a marriage and did not see somebody carrying the Azaelea.

“The Azaelea, is the unique Self-Portrait icon which bought the model seen and since its launch, we’ve achieved a model of the costume in each assortment,” says Chong. “Via wholesale alone, the Azaelea generates hundreds of orders per season.”

You’d assume the staggering reputation of Self-Portrait’s OG signature would make it much less interesting to the A-list buyer, nevertheless it’s been fairly the other.

Maisie Williams et al. standing next to a person in a red dress: Maisie Williams attends the 21st Annual Screen Actors Guild Awards in the Azaelea dress (Getty Images)

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Maisie Williams attends the 21st Annual Display Actors Guild Awards within the Azaelea costume (Getty Photographs)

In 2015 Video games of Thrones actress Maise Williams wore a crimson model of the Azaelea on the purple carpet on the Display Actors Guild Awards and was certainly one of quite a few celebrities to favour the £290 Self-Portrait costume over high fashion that season.

Up to now, Self-Portrait’s roll name of A-list followers contains Michelle Obama, Beyoncé, Margot Robbie, Reece Witherspoon, Khloe Kardashian, Zendaya, Priyanka Chopra, Kendall Jenner, Jessica Biel and Chrissy Teigen.

Michelle Obama wearing a dress: First Lady Michelle Obama in a custom Self-Portrait dress in 2016 (Getty Images)

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First Woman Michelle Obama in a customized Self-Portrait costume in 2016 (Getty Photographs)

What Chong has produced will not be a one-hit surprise, although, however a recognisable sample that has develop into the model’s trademark and engrained in Self-Portrait’s DNA, which Chong has since developed into bridal, footwear, eyewear and equipment.

Explaining the inspiration behind the sample that has develop into synonymous with the label, Chong says: “I feel girls wish to put on items which are female but practical. For me, lace is the last word female cloth however to suit into trendy life, it wanted to be up to date for ladies to put on day-to-day. It’s versatile in its nature so you possibly can create materials which are putting and daring or delicate and natural.”

Self-Portrait’s designs have even had the seal of approval from probably the most excessive profile clientele: the British royals. The Duchess of Cambridge wore a £320 Pleated Crochet Floral Maxi Gown to the premiere of A Avenue Cat Names Bob in 2016. Not deterred by the truth that American socialite Paris Hilton sported the identical quantity simply days earlier than on the amfAR Inspiration Gala.

Catherine, Duchess of Cambridge wearing a red dress: Duchess of Cambridge arrives for the premiere of A Street Cat Named Bob wearing a £320 Self-Portrait dress (AFP/Getty Images)

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Duchess of Cambridge arrives for the premiere of A Avenue Cat Named Bob carrying a £320 Self-Portrait costume (AFP/Getty Photographs)

The Duchess of Sussex, nonetheless, has a extra enduring love for the London-based model, first debuting a Self-Portrait costume on the peak of her Fits fame in 2016. She has gone on to model three of its intricately-detailed clothes since her engagement to Prince Harry in 2017, proving the flexibility of Chong’s designs to develop together with the ladies who put on them.

The now pregnant duchess was most not too long ago seen in a customized putting purple midi costume on her first official tour of Tonga in October 2018. And, unsurprising, the continual look of the label within the duchess’s wardrobe has had an affect on the already commercially profitable model.

Meghan Markle et al. posing for the camera: The pregnant Duchess of Sussex wearing Self-Portrait whilst on a royal tour of Tonga in 2018 (Getty Images)

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The pregnant Duchess of Sussex carrying Self-Portrait while on a royal tour of Tonga in 2018 (Getty Photographs)

“Three attire have develop into new icons for Self-Portrait. The Pleated Crochet Floral Maxi worn by HRH the Duchess of Cambridge, the Chilly Shoulder Floral Printed Gown and the Pink Embroidered Midi worn by HRH the Duchess of Sussex. They’ve bought over 100 models every week since they have been worn,” says Chong.

a woman wearing a dress: Self-Portrait's latest New York Fashion Week collection for spring/summer 2019 (

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Self-Portrait’s newest New York Vogue Week assortment for spring/summer time 2019 (

The explanation for Self-Portrait’s common enchantment? “Self Portrait is for actual girls, residing actual lives,” says Chong. “Once I’m designing, I at all times take into consideration what girls wish to put on. They wish to really feel female and empowered, however their garments must be practical on the similar time. Now we have been working to diversify our collections so girls can dwell their lives in Self-Portrait.”

It is in that spirit, of listening to his buyer, that Chong has let his followers select their favorite items to carry again for the model’s five-year anniversary. The Icons Assortment is made up of a choice of the model’s best-selling signatures.

“Our clients have been so supportive, we needed to do one thing that for them,” says Chong. “The Icons Assortment is for them. Not solely did they choose their favorite kinds, we have been overwhelmed by their private tales about their experiences in Self-Portrait at birthdays, graduations and weddings.”

Jamie Chung, Rachel Bilson, Jaime King, Karen Gillan posing for a photo: Han Chong with actresses Jamie Chung, Rachel Bilson, Jaime King and Karen Gillan at the Self-Portrait spring/summer 2018 show (Getty Images)

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Han Chong with actresses Jamie Chung, Rachel Bilson, Jaime King and Karen Gillan on the Self-Portrait spring/summer time 2018 present (Getty Photographs)

5 years on and Self-Portrait is just simply getting began. Since launching with its first main stockist, Selfridges, in 2014, the label now has 375 stockists masking 70 international locations worldwide, in addition to its personal flagship retailer in Mayfair which opened final 12 months. Its speedy progress has additionally earned Self-Portrait a spot on the New York Vogue Week schedule and the model’s sixth present takes place this Saturday.

At a time when retailers and designers are struggling to seek out their place within the present business local weather, Self-Portrait’s area of interest of reasonably priced luxurious will guarantee it stays well-liked for years to return – similar to its timeless sartorial kinds.

Associated: These are the prettiest attire of NYFW

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