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The way it turned an iconic model in simply 5 years

How it became an iconic brand in just 5 years


The way it turned an iconic model in simply 5 years

© Supplied by Impartial Digital Information & Media Restricted

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 gown.

Only a few trend labels handle to attraction, and be accessible, to so many various ladies however Malaysian-born Han Chong bridged a spot when he created his aspirational, but inexpensive, clothes line.

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

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

a girl in a dress: Pink Azaelea Dress, £260 (Self-Portrait )© Supplied by Impartial Digital Information & Media Restricted
Pink Azaelea Costume, £260 (Self-Portrait )

Chong’s first design, the Azaelea gown, was crafted from cut-out guipure lace and the fragile design gave a recent and up to date 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 obtained the model seen and since its launch, we’ve carried out a model of the gown in each assortment,” says Chong. “By way of wholesale alone, the Azaelea generates 1000’s of orders per season.”

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

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)© Supplied by Impartial Digital Information & Media Restricted
Maisie Williams attends the 21st Annual Display Actors Guild Awards within the Azaelea gown (Getty Pictures)

In 2015 Video games of Thrones actress Maise Williams wore a crimson model of the Azaelea on the crimson carpet on the Display Actors Guild Awards and was certainly one of quite a few celebrities to favour the £290 Self-Portrait gown 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)© Supplied by Impartial Digital Information & Media Restricted
First Woman Michelle Obama in a customized Self-Portrait gown in 2016 (Getty Pictures)

What Chong has produced will not be a one-hit surprise, although, however a recognisable sample that has grow to be 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 grow to be synonymous with the label, Chong says: “I believe ladies need to put on items which are female but useful. For me, lace is the final word female material however to suit into fashionable existence, it wanted to be up to date for girls to put on day-to-day. It’s versatile in its nature so you possibly can create materials which are putting and daring or refined and natural.”

Self-Portrait’s designs have even had the seal of approval from essentially the most excessive profile clientele: the British royals. The Duchess of Cambridge wore a £320 Pleated Crochet Floral Maxi Costume 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)© Supplied by Impartial Digital Information & Media Restricted
Duchess of Cambridge arrives for the premiere of A Avenue Cat Named Bob carrying a £320 Self-Portrait gown (AFP/Getty Pictures)

The Duchess of Sussex, nevertheless, has a extra enduring love for the London-based model, first debuting a Self-Portrait gown on the top 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 power of Chong’s designs to develop together with the ladies who put on them.

The now pregnant duchess was most just lately seen in a customized putting crimson midi gown 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 impression 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)© Supplied by Impartial Digital Information & Media Restricted
The pregnant Duchess of Sussex carrying Self-Portrait while on a royal tour of Tonga in 2018 (Getty Pictures)

“Three attire have grow to be new icons for Self-Portrait. The Pleated Crochet Floral Maxi worn by HRH the Duchess of Cambridge, the Chilly Shoulder Floral Printed Costume and the Crimson Embroidered Midi worn by HRH the Duchess of Sussex. They’ve offered over 100 items every week since they had been worn,” says Chong.

a woman wearing a dress: Self-Portrait's latest New York Fashion Week collection for spring/summer 2019 (© Supplied by Impartial Digital Information & Media Restricted
Self-Portrait’s newest New York Style Week assortment for spring/summer time 2019 (

The explanation for Self-Portrait’s common attraction? “Self Portrait is for actual ladies, dwelling actual lives,” says Chong. “After I’m designing, I at all times take into consideration what ladies need to put on. They need to really feel female and empowered, however their garments need to be useful on the similar time. We’ve got been working to diversify our collections so ladies 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 convey 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 types, we had 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)© Supplied by Impartial Digital Information & Media Restricted
Han Chong with actresses Jamie Chung, Rachel Bilson, Jaime King and Karen Gillan on the Self-Portrait spring/summer time 2018 present (Getty Pictures)

5 years on and Self-Portrait is simply simply getting began. Since launching with its first main stockist, Selfridges, in 2014, the label now has 375 stockists overlaying 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 Style 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 inexpensive luxurious will guarantee it stays well-liked for years to return – similar to its timeless sartorial types.

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