Self-Portrait Lunar New Year 2024 Ad Campaign

Review of Self-Portrait ‘Lunar New Year’ 2024 Ad Campaign by Creative Director Han Chong and Photographer Leslie Zhang with models Carina Lau, Ling Tan, He Zhi, Ji Shuyan, and Ding Yi

Self-Portrait celebrates Lunar New Year 2024 in a uniquely meaningful way with an intimate and cinematic campaign shot by longtime collaborator Leslie Zhang.

Shot in Shanghai, the new campaign pays tribute to the holiday season with a series of scenes which celebrate family, friendship, and new traditions. Iconic actor Carina Lau is joined by models Ling Tan, He Zhi, and Ji Shuyan for this special campaign, drawing on the annual tradition of shared rituals around the dinner table and the coming together of loved ones to welcome in the new year.

Being able to celebrate my culture through my work is something which fills me with great pride – I am always so excited to bring Lunar New Year to life through our collections and campaigns, and this year is a very personal one for me. Having Carina Lau and Ling Tan, acting and fashion icons I have long respected, is a dream come true, and to have them alongside a cast and crew of powerful women, for a campaign which honors the tradition of togetherness and family, feels incredibly special and symbolic to what we set out to achieve with our brand.
– Han Chong, Self-Portrait Creative Director

Zhang creates a feeling of vintage nostalgia by shooting on film, which deepens the sense of cinematic grandeur exuded by the perfectly composed scenes. Shades of crimson and jade are set of by sparkling embellishments, lending richness to the intimate interior spaces that recall memories of moments and meals shared.

Many brands share Lunar New Year campaigns, but few fill them with the personal meaning and genuine cultural celebration – not to mention gorgeous visuals – that Han Chong does with Self-Portrait. Drawing on real memories and values of celebrating the holiday with inspiring women, the brand beautifully transforms this personal narrative into meaningful clothes and powerful moments.