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Self-Portrait’s First London Retailer: Han Chong Speaks To Vogue

In simply 5 years, Self-Portait, based by Central Saint Martins graduate, Han Chong in November 2013, has quick turn into the go-to event put on model for the discerning, fashionable lady. Already stocked in all places from Selfridges, Matches Style and Internet-a-Porter to Barneys and Nordstrom, this month the London-based label opens its first freestanding retailer within the coronary heart of Mayfair, at 49 Albermarle Road. “I at all times knew that I needed to open my first retailer within the Mayfair space,”Han Chong, founder and inventive director of Self-Portrait defined to Vogue. “I used to go to all these retailers within the neighbourhood that I could not afford after I was a pupil. Now, I needed to convey our model to the realm the place clients can have that luxurious purchasing expertise however at our value level. I selected Albemarle as a result of it’s off of Bond St and I favored being barely off the crushed path.”


The just-opened 233-square-metre area has been designed by Casper Mueller Kneer Architects, who’ve labored with the White Dice galleries and Céline. Set over floor and decrease floor flooring with a sequence of chic areas flowing into one another, the shop affords private styling appointments, a tailoring service and 90 minute door-to-door supply inside London. Your last-minute Saturday night time occasion gown panic is now a factor of the previous. “A bodily retailer just like the one we have created at Albemarle permits us as a model to actually let our clients see how the model lives. It is like inviting somebody to your property.” Chong continued. “In immediately’s world you assume you already know somebody rather well due to social media and also you positively do know facets of them, however being in somebody’s residence lets you know them intimately. I needed to ask everybody to get to know Self-Portrait personally.


The shop will carry the model’s luxurious ready-to-wear in addition to equipment collections and to have fun the opening, Self-Portrait has designed a collection of unique kinds from the SS18 assortment. However for individuals who cannot make it all the way down to Mayfair, worry not, as Chong has plans to open shops in different cities within the close to future. Moreover, the designer has some particular collaborations hidden up his sleeve, teasing us with the promise that “there are some thrilling tasks that we’re engaged on in the mean time that I am unable to wait to share with everybody when the time is true.”

So what has been the important thing to rising a hugely-successful world model in simply 5 quick years? “I believe it is actually having a transparent imaginative and prescient and identification. It’s important to create a handwriting that’s distinctly your individual that clients will join together with your model. Additionally, in my case I actually made positive to at all times consider our clients first. Ensuring that they really feel the love within the work that I do.”

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