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·Lunar New Year 2025 Ad Campaign

Woman in dark sunglasses holding spoon sitting at restaurant table with man in background

Woman in dark sunglasses and plaid coat sitting inside a red taxi cab

Woman in dark sunglasses and brown shorts holding plastic bags stands alongside an older man in a red apron outside a shop in Hong Kong.

Woman stepping out of a red taxi at night wearing sunglasses and a patterned coat for Self-Portrait

Woman in white skirt suit seated on a cream sofa speaking on a telephone in front of a city skyline window

Woman in dark sweater holding a clear umbrella and brown handbag outdoors on stone steps

Woman in a long white turtleneck dress holding a red sequined bag while standing on a round table decorated with fruit.

Two women smiling in stylish outfits standing against a traditional painted mountain screen for Self-Portrait.

Two women posing indoors against a floral wallpaper background for Self-Portrait Lunar New Year campaign

Blonde woman wearing a fluffy pink coat and sunglasses posing inside a glass elevator for Self-Portrait.

Woman in pink fluffy coat and high heels stepping inside a modern glass elevator

Woman in pink fluffy coat and black tights stepping into a glass elevator in a hotel lobby

Self-Portrait Lunar New Year 2025 Ad Campaign 2024

About

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.