London-based fashion brand Self-Portrait has unveiled its latest Lunar New Year collection through a series of images captured by photographer Leslie Zhang.
Breathing fresh energy into time-honoured traditions, the campaign pays homage to the ritual of coming together with family and friends to celebrate a prosperous new year ahead.
Being born and growing up in Malaysia, this has always been a special time for me. Spending time with one another, and making new promises for the year ahead means so much to me personally. And watching my family coming together and dressing up in new outfits to symbolise a new start has always had a particular significance. This collection is my way of paying tribute to this ritual and heritage balanced with a contemporary spirit for our self-portrait woman.”
– Han Chong, Self-Portrait Founder and Creative Director
Told through the lens of visionary young photographer, Leslie Zhang, the campaign depicts a series of Shanghai scenes, through the narrative of familiar places and heartfelt moments. Deeply influenced by his own memories of growing up in China, Leslie draws upon traditional culture to tell a modern story; a natural fit for the sentiments of the new season ahead.
The Lunar New Year collection for women and kids features a series of styles that reference the iconic design of the cheongsam, presented in a palette of delicate pastels and vibrant reds. Shown through Self-Portrait’s signature guipure lace and knitted fabrics, dresses and relaxed pyjama designs for women are embellished with embroidery and crystal detailing whilst kids styles include embroidered cotton and knitwear pieces.
