Self-Portrait

Dec 2024

For the Lunar New Year 2025 ad campaign, Self-Portrait masterfully captures the intersection of traditional celebration and modern luxury fashion. Directed by Creative Director Han Chong and lensed by photographer Feng Li, the project serves as a cinematic love letter to Hong Kong, blending intimate, high-fashion editorial aesthetics with the vibrant, lived-in reality of the city. The campaign features a compelling ensemble cast, including Carina Lau, Anna Ueyama, Bowie Wu Fung, and William Chang, whose presence brings a sophisticated, narrative-driven energy to each frame. Stylist Monica Mong curates an exquisite wardrobe, favoring textures like boucle tweed, structured faux fur, and delicate sequins, which are brought to life through the meticulous hair artistry of Ken Hui Kan Hung and Xu You Hua and polished makeup by Yooyo Keong Ming. The visuals employ a blend of natural light and controlled studio strobe, creating a high-contrast, cinematic atmosphere that feels both grounded and aspirational. Techniques such as live-action snapshots in urban settings and stylized editorial minimalism ensure the campaign stands out as a contemporary classic. From the neon-lit authenticity of traditional restaurant facades to the sleek, metallic geometry of modern glass elevators, the imagery maintains a cohesive, luxurious identity that perfectly reflects the brand's commitment to modern elegance and meticulous detail, successfully positioning Self-Portrait as a leading voice in global fashion luxury.

Lifestyle, Commercial, Editorial

Natural light

Luxury Fashion Houses, Fashion