Gigi Hadid serves up style and a fair amount of pouting in Self-Portrait’s latest campaign. Captured by British photographer Tyrone Lebon, the collection is joyously upbeat against the gritty New York City backdrop.
The creative genius behind the ready-to-wear label, is Malaysian-born designer Han Chong, who launched the brand in 2013. A decade since the brand was founded, it has continued to resonate with not only the fashion crowd, but with royalty too.
Designed in London, Self-Portrait draws upon elements from Chong’s upbringing in Penang mixed with relaxed tailoring. For this new season’s campaign, the creative director looks to the street for inspiration. The result? An eclectic mix of functional knits, delicate lace and elegant slip dresses you’ll want to wear from the desk to dinner.
“We wanted to give the collection a rawness and sensuality,” says Chong. “Together, Tyrone and Gigi brought this attitude to life through a series of videos and images shot on a parking lot in New York... honest, natural, feminine and magical.”
This season is punctuated with already established brand staples, including new iterations of the diamanté Bow bag– which playfully nods to femininity. The colour palette is just as delightful, soft dégradé hues and vibrant neons reflect Chong’s cheerful spirit.
Tyrone and Gigi brought this attitude to life through a series of videos and images shot on a parking lot in New York
Chong, who graduated from the fashion course at Central Saint Martins in 2013, is thrilled to once again be working with the oldest Hadid sister— who first appeared in Self-Portrait’s AW 2022 campaign shot by Zoë Ghertner. “Partnering with Gigi is a joy, she truly embodies our Self-Portrait woman - independent, confident, sensitive, and always a lot of fun,” he says.
"One of the things I love most about my job is the opportunity to build creative relationships”, says Hadid about her experiences working with the brand. “Collaborating with Han and the Self-Portrait team was so much fun and felt familiar in all the right ways.”
As Self-Portrait looks towards the future, we hope the vibrancy doesn’t stop here.
