When Han Chong founded Self-Portrait over a decade ago, he wasn’t just launching another fashion label — he was filling a huge gap. Back then, you really only had two options: high street or luxury. There was nothing in between for women who wanted something beautifully made without spending a small fortune. Han set out to change that, creating pieces that felt special but came at an honest price point.
Since then, Self-Portrait has grown way beyond its original focus on dresses and separates. The brand now offers everything from sharp tailoring and denim to knitwear, bags, and jewelry. Despite this evolution, Han’s mission has always stayed the same: to design clothes that make women feel empowered and confident, no matter what the day throws at them.
Han doesn’t start each collection with a big mood board or a strict theme. Instead, he thinks about real life: where his customer is going, what she’s doing, and, most importantly, how she wants to feel. It’s all about creating pieces you can throw on and instantly feel like the best version of yourself.
This latest collection is no different — it’s wearable, versatile, and makes everyday moments feel just a little more special. Rather than chase trends, Han focuses on making clothes that elevate real life.
Enter Kate Moss. She’s always been the ultimate Self-Portrait woman in Han’s eyes — effortless, cool, and totally authentic. She’s not just a campaign face; she actually wears the clothes in her daily life and has been a huge supporter from the start.
For this shoot, Han wanted to capture Kate as she really is: walking through London, styled by herself, wearing looks she’d actually pick. It wasn’t about overly polished images or staged perfection — it was about showing her true vibe. She chose each piece and styled it her way, bringing her natural instinct and magic to the collection. The result? An intimate, raw, and completely fresh take that feels like a series of portraits rather than a typical campaign.
In a fashion world that’s always trying to outdo itself with the next big thing, Han is all about staying true to his vision. He doesn’t worry about beating the competition or following trends; instead, he focuses on connecting with his community and making sure he never moves faster than his customers are ready for. From surprise campaign launches to creative collaborations through their Residency program, Self-Portrait keeps things interesting without ever losing its soul.
At the end of the day, the brand is about being there for every moment — from birthdays and first dates to big interviews and weddings. The pieces are made to last, to be worn again and again, and to feel special without being too precious.
Han sums it up perfectly when he talks about being an "outlander." It means carving your own path, having the courage to make mistakes, and trusting your vision even when no one else sees it yet. When he started Self-Portrait, he was alone in that middle space, but it felt like the future. That same fearless energy keeps driving the brand forward today.
Self-Portrait’s story — especially through the lens of this Kate Moss collaboration — is about so much more than clothes. It’s about self-expression, confidence, and dressing for yourself, no matter where life takes you.
