Self-Portrait

Jan 2024

For the Self-Portrait Lunar New Year 2024 campaign, creative director Han Chong orchestrates a sophisticated visual narrative that masterfully balances traditional cultural motifs with the brand’s signature contemporary flair. Captured by photographer Leslie Zhang, the project leans into a rich, monochromatic red aesthetic that serves as a bold foundation for an exploration of festive elegance within the luxury fashion sector. The imagery, which spans intimate studio portraiture to cinematic lifestyle compositions, creates a sense of celebratory warmth that feels both curated and deeply personal. Featuring a cast of notable talent including Carina Lau, Ling Tan, He Zhi, Ji Shuyan, and Ding Yi, the campaign utilizes a diverse range of high-fashion textures—from sequined tweed jackets and delicate lace dresses to prominent feather-trimmed cuffs—to emphasize the intricate craftsmanship central to the Self-Portrait identity. The integration of traditional dining elements, such as ceramic tea sets and ornate paper-cut decorations, provides an authentic backdrop for the collection. Through a blend of commercial precision and artistic sensibility, the team employs studio strobe lighting to sharpen the editorial focus on hardware and accessory details, while natural light setups invite a softer, more intimate quality. This series successfully repositions seasonal storytelling by elevating the celebratory atmosphere with sharp, editorial minimalism and a refined, modern perspective on heritage dressing.

Editorial, Editorial

Natural light, Natural light

Luxury Fashion Houses, Fashion, Fashion