self-portrait

self-portrait, women's fashion designed in London

self-portrait is a women's fashion brand founded in 2013 in London by Han Chong, a designer born in Malaysia and trained at Central Saint Martins. The label presents itself as a project that seeks to bring well-crafted design to all women, combining a refined aesthetic with an understanding of structure and materials. Its catalogue is sold through its official online store and a network of its own stores.

Ready-to-wear and catalogue categories

The brand's offering is organised into several lines of clothing and accessories. The catalogue includes dresses, separates (tops and bottoms), denim, knitwear, outerwear and jumpsuits, as well as swim and resort. The brand also has a bridal section with wedding dresses, bridesmaid dresses and flower girl dresses, as well as a kids' line and a selection of modest fashion. Accessories include jewellery and handbags.

Edits and creative projects

The brand groups part of its offering into themed edits, including Hero Dresses, New Layering, Jewellery and Glamour Calling. There is also the Residency project, which includes the short film Sandiwara. The Portraits of Jisoo campaign is featured on the site.

International presence and own stores

The first flagship store opened in 2018 on Albemarle Street in London, with a design by the studio Casper Mueller Kneer Architects. In 2022 the brand opened a second location in its home city, on King's Road in the Chelsea area. It subsequently opened stand-alone stores with the same concept in Bangkok, Beijing, Shanghai, Chengdu, Shenzhen, Taipei, Hong Kong and Macau, reflecting its global reach.

Shipping, returns and try-at-home service

The online store offers free next-day delivery on all UK orders placed before 5 PM GMT. Returns for online orders are accepted within 14 days of delivery, provided the items are unworn and with tags attached; online purchases in the UK can be returned in store. The brand also offers a try-at-home service in the Greater London area: the customer selects the pieces, chooses a one-hour delivery window between 9 am and 9 pm, seven days a week, and pays only for what they decide to keep, while the rest is collected free of charge.

Customer service

Customer service is available Monday to Friday between 9 am and 6 pm (BST), via phone, WhatsApp and email. The brand also runs a loyalty programme called SP-CLUB, which allows customers to earn points when they create an account, and offers 10% off the first order to those who subscribe to the newsletter.

Commitment to education and sustainability

The brand states that it invests in the next generation of creative talent through a five-year scholarship programme at Central Saint Martins, which includes mentorship and financial aid for students on the MA Fashion course. On sustainability, the company says it is in the process of reducing its impact and is committed to transparency about the steps it takes.