December 6, 2020

Han Chong Focuses on Growth at Self-Portrait With First Store to Open in London

LONDON — Han Chong, the London-based Malaysian-born designer behind Self-Portrait, is looking to work on a larger canvas with plans to open a stand-alone store in London later this year, expand the brand’s retail network and launch a footwear line. The contemporary label, which debuted in 2013 and is known for its flirty, feminine dresses that incorporate hand-cut embroidery, lace and sheer overlays, has been growing in the double-digits with retailers including Selfridges, Net-a-porter and Neiman Marcus.
“When I started, I never dreamed in my wildest dreams that this would become what it is today,” said Chong who is the label’s creative director and founder. “I have been very determined to get my message out there about what contemporary is in this climate. It was really hard at the beginning because contemporary was not taken so seriously. But now we have our place in the industry. We’re building a global brand to challenge the notion of luxury by creating a marketable consumer product with beautiful innovative design.”
With prices fringing from 160 pounds for a top to 445 pounds for boots, affordable pricing has been a key to Self-Portrait’s success. Chong, a graduate of Central Saint Martins, said it’s important to him

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