A-List Approved: Why Everyone Loves Self-Portrait

“Modern, effortless, and designed for the way women dress now” – the opening line of Self-Portrait’s fall/winter ’25 collection notes perfectly encapsulates the brand’s ethos. Launched a little over a decade ago, back in 2013, Self-Portrait is the brainchild of Malaysian-born Han Chong, a Central Saint Martins graduate who, perhaps unusually for a creative director, cut his teeth in-house at a series of high-street brands before launching his own line of luxe occasionwear. It was there that the savvy Chong spotted a gap in the market – designer dresses at more honest prices. Today, this feels obvious; back then, it was revolutionary – the buzz when the first sell-out collection went on sale was impossible to ignore. In the summer of 2015, you’d have been hard-pressed to find a wedding guest lineup that didn’t include at least one of his “Azaelea” dresses; more often, there would be two or three women clad in the now-iconic guipure lace A-line silhouette.

The brand’s meteoric rise didn’t stop there, quickly garnering a global following along with the kind of A-list devotees far more established brands can only dream of – from Olivia Rodrigo and Beyoncé to Michelle Obama, Gigi Hadid, and Zendaya. Ten years on, it would be quicker to list the well-dressed celebrities who haven’t worn Self-Portrait. The collection’s appeal is universal – which is intentional. “Democratic” and “accessible” are built into its philosophy. Success is underpinned by Chong’s innate, almost mystical understanding of precisely what women want to wear – and his knowledge and utmost respect for the particular kind of magic that sparks when you slip into a truly great dress.

Chong remains integral to his brand, designing from his East London studio, overseeing production at the brand’s factories, and even running the Instagram himself, encouraging feedback from his expansive following (1.6 million at the time of writing). Following his success with dresses, over the last 12 years Self-Portrait has expanded its offering, applying its flamboyant-meets-feminine DNA to ready-to-wear, swimwear, knitwear, bridal, accessories, and even kidswear. Suffice to say, every category Self-Portrait touches turns to gold.

The fall collection follows the house’s magnetic codes, featuring zingy color, form-skimming silhouettes, and romantic details – think pearl buttons, sensual cutaways, and more than a hint of sparkle. As ever, each piece is beautifully cut and carefully considered. “Timeless craftsmanship meets modern innovation,” according to the collection notes – evident in the lineup of slinky knits, structured bouclé tailoring, and shimmering eveningwear. Chong’s unbridled joy in creating is evident in every piece the brand sends out into the world. “The question is: ‘How can we build on the blueprint and perfect our customer’s wardrobe through subtle details?’” he told Vogue Runway of the collection. “It’s about catering to her everyday life.” The result is eminently wearable designs, cut in beautiful fabrics and finessed with care, bringing a sprinkling of Chong’s Self-Portrait magic to that life.