Fashion brand Self-Portrait has recently launched its Lunar New Year campaign, a project that captures the essence of cultural celebration and fashion innovation. Directed by the brand’s founder Han Chong the campaign is a vibrant homage to the Lunar New Year festivities.
The campaign stars impressive cast, including the legendary actress Carina Lau and fellow Malaysian model Ling Tan, both of whom add a touch of glamour to the project. They are joined by He Zhi, Ji Shuyan and Ding Yi. In charge of styling was Monica Mong, with beauty from hair stylist John Minghu Zhang, and makeup artist Yooyo Keong Ming.
Captured through the lens of Leslie Zhang, a longtime collaborator with the brand, the campaign unfolds in Shanghai. It’s a series of visually stunning scenes that pay tribute to the holiday season, and also celebrate themes of family, friendship, and the forging of new traditions.
The campaign revolves around the shared rituals that are synonymous with Lunar New Year celebrations, particularly the significance of gathering around the dinner table. It’s a time-honored tradition that brings loved ones together, symbolizing unity and the welcoming of new beginnings.
Han Chong, expressing his enthusiasm for the campaign, highlighted the personal significance of integrating his culture into his work. “Being able to celebrate my culture through my work fills me with great pride,” he stated. The inclusion of icons like Carina Lau and Ling Tan, whom he deeply respects, adds a layer of fulfillment and dream realization to the project. The campaign, with its powerful female cast and crew, is a celebration of the brand’s core values of togetherness and familial bonds.
The self-portrait Lunar New Year collection is a blend of traditional motifs and contemporary fashion. It features an array of styles for women and children, including designs inspired by the cheongsam. The color palette is vibrant, with reds, greens, and golds dominating. The garments vary from lace and crepe to knitted fabrics. A highlight of the collection is the fashion house’s signature Bow Bag, which has been reimagined in silver and gold.
The Lunar New Year collection, including modern styles for women and kids, is a rich mix of dresses inspired by the cheongsam and embellished knit separates. For the kids, the collection offers embroidered cotton and knitwear pieces. The use of materials like lace, lace crepe, crepe, bouclé, knit, and embellished rhinestone adds to the exclusivity and allure of the collection.
The collection is available for purchase on self-portrait’s website, in their global stores, and through a network of partner retailers worldwide.
