Self-Portrait to open first flagship store

Self-Portrait is expanding into independent retail with the opening of its first standalone flagship store in the renowned London area of Mayfair.


Founded by Han Chong in 2013, the brand has become synonymous with femininity with an edge, gaining cult status on Instagram and among fashion bloggers for its guipure lace dresses and embroidered shirts.

It is currently stocked in major retailers across the world, like Selfridges and Harrods, and the new store on Albemarle Street will see it embark on its first solo adventure.

Designed by Casper Mueller Kneer Architects, the 233 sq mt store features  custom designed terrazzo flooring with pink and marble insets, open grid ceiling and geometric installations, setting the design concept for further stores to follow.

The main space on the lower floor is shaped in the form of a triangle, and there is a dedicated space for curated video artwork. All furniture pieces are custom designed by Casper Mueller Kneer and fine artist Michael Elmgreen.

“Every element in the store was carefully considered to create an inviting and luxurious environment,” comments Han Chong, the Malaysian-born, Central Saint Martin’s educated designer behind the brand.

“I wanted the layout and angles of the store to really allow you to explore the space where there’s a new discovery at every turn. It’s a much more exciting and dynamic experience for our customers.”

The flagship store will offer a tailoring service, personal styling appointments and 90-minute door-to-door delivery within London.

The brand’s ready-to-wear and accessories collection will be showcased alongside exclusive styles designed specifically for the store. To celebrate its opening, the boutique will also sell exclusive pieces from the Spring Summer 2018 collection.

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