In simply 5 years, Self-Portait, based by Central Saint Martins graduate, Han Chong in November 2013, has quick turn out to be the go-to event put on model for the discerning, trendy girl. Already stocked in every single place from Selfridges, Matches Trend and Web-a-Porter to Barneys and Nordstrom, this month the London-based label opens its first freestanding retailer within the coronary heart of Mayfair, at 49 Albermarle Road. “I at all times knew that I wished to open my first retailer within the Mayfair space,”Han Chong, founder and inventive director of Self-Portrait defined to Vogue. “I used to go to all these retailers within the neighbourhood that I could not afford after I was a scholar. Now, I wished to convey our model to the realm the place prospects can have that luxurious purchasing expertise however at our worth level. I selected Albemarle as a result of it’s off of Bond St and I favored being barely off the overwhelmed path.”
The just-opened 233-square-metre area has been designed by Casper Mueller Kneer Architects, who’ve labored with the White Dice galleries and Céline. Set over floor and decrease floor flooring with a sequence of chic areas flowing into one another, the shop affords private styling appointments, a tailoring service and 90 minute door-to-door supply inside London. Your last-minute Saturday evening get together costume panic is now a factor of the previous. “A bodily retailer just like the one we have created at Albemarle permits us as a model to essentially let our prospects see how the model lives. It is like inviting somebody to your house.” Chong continued. “In right this moment’s world you assume somebody very well due to social media and also you undoubtedly do know features of them, however being in somebody’s residence means that you can know them intimately. I wished to ask everybody to get to know Self-Portrait personally.
The shop will carry the model’s luxurious ready-to-wear in addition to equipment collections and to rejoice the opening, Self-Portrait has designed a choice of unique kinds from the SS18 assortment. However for many who cannot make it all the way down to Mayfair, worry not, as Chong has plans to open shops in different cities within the close to future. Moreover, the designer has some particular collaborations hidden up his sleeve, teasing us with the promise that “there are some thrilling initiatives that we’re engaged on in the intervening time that I can not wait to share with everybody when the time is true.”
So what has been the important thing to rising a hugely-successful world model in simply 5 brief years? “I believe it is actually having a transparent imaginative and prescient and id. It’s important to create a handwriting that’s distinctly your personal that prospects will join together with your model. Additionally, in my case I actually made certain to at all times consider our prospects first. Ensuring that they really feel the love within the work that I do.”