The founder and creative director of Self-Portrait is racing his way to the top and taking all of us along for the ride
Han Chong does not waste time. The day before his cover shoot and interview with Tatler, he hosted four separate sessions to personally introduce Self-Portrait’s pre-fall 2023 collection to his Malaysian clientele. Kuala Lumpur was the penultimate stop of his short Asia tour, having completed his rounds in Hong Kong, Taipei and Shanghai.
His next stop is Singapore. Chong’s flight is right after the shoot and he cannot be late; his assistant reminds us the moment Chong steps on set. His busy schedule is meticulously pre-planned months, and sometimes even a year, in advance, but this is his normal; he has always worked at a breakneck pace.
Related: Han Chong: A day in the life of Self-Portrait's founder and creative director
In 2013, the Malaysian-born, London-based fashion designer launched his womenswear label, Self-Portrait, with a collection of reasonably priced guipure lace dresses. It was a deliberate decision to challenge ideas that “luxury clothes had to be expensive or extravagant”. Instead, he ensured his designs were accessible, affordable and catered to the everyday needs of the modern woman. He asserts, “To me, luxury is about clothes that are right for you.
Within a year, the brand’s signature designs were stocked in Selfridges, one of the UK’s most prestigious department stores. Within five years, Self-Portrait had opened its first flagship store on Albemarle Street in London. It also made its debut on New York Fashion Week circuit and became a fast favourite among fashion critics by presenting clever, functional innovations every season. The brand’s popularity skyrocketed when it garnered high-profile endorsements from some of the world’s most familiar names, including Michelle Obama and Kate Middleton.
“In the early days of Self-Portrait, I was still figuring things out on my own but I knew I had to make the most of every opportunity,” Chong recalls with a laugh as we convene for a chat on a rooftop terrace overlooking the iconic Twin Towers after his cover shoot. “I had to scale up, build my team and set up the right infrastructure very quickly to meet the demand.”
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