We get it, Kate Moss doesn't need another fashion campaign, but this Self-Portrait collab feels different
When Han Chong founded Self-Portrait over a decade ago, he wasn't just launching another fashion label — he was filling a huge gap. Back then, you really only had two options: high street or luxury. There was nothing in between for women who wanted something beautifully made without spending a small fortune. Han set out to change that, creating pieces that felt special but came at an honest price point.
We've watched this middle ground become increasingly crowded since then, but what strikes us about Self-Portrait is how Han has refused to drift upmarket or chase luxury credibility. The brand now offers everything from sharp tailoring and denim to knitwear, bags, and jewelry, but Han's mission has stayed the same: to design clothes that make women feel empowered and confident, no matter what the day throws at them.
Here's what we love about Han's approach: he doesn't start each collection with a big mood board or a strict theme. Instead, he thinks about real life. Where is his customer going? What is she doing? Most importantly, how does she want to feel? It's all about creating pieces you can throw on and instantly feel like the best version of yourself.
This latest collection is no different — it's wearable, versatile, and makes everyday moments feel just a little more special. Rather than chase trends, Han focuses on making clothes that elevate real life. In a fashion landscape obsessed with viral moments and Instagram aesthetics, this feels quietly radical.
Enter Kate Moss. She's always been the ultimate Self-Portrait woman in Han's eyes — effortless, cool, and totally authentic. But here's the thing: she's not just a campaign face. She actually wears the clothes in her daily life and has been a huge supporter from the start.
For this shoot, Han wanted to capture Kate as she really is: walking through London, styled by herself, wearing looks she'd actually pick. It wasn't about overly polished images or staged perfection — it was about showing her true vibe. She chose each piece and styled it her way, bringing her natural instinct and magic to the collection. The result? An intimate, raw, and completely fresh take that feels like a series of portraits rather than a typical campaign.
What we see in these images is something fashion often struggles with: authenticity without performance. Kate isn't selling us a fantasy version of London or herself. She's just being Kate, in clothes that work for her life, shot in her actual city. It's the kind of campaign that makes you want to wear the clothes, not just admire them.
In a fashion world that's always trying to outdo itself with the next big thing, Han is all about staying true to his vision. He doesn't worry about beating the competition or following trends; instead, he focuses on connecting with his community and making sure he never moves faster than his customers are ready for. From surprise campaign launches to creative collaborations through their Residency program, Self-Portrait keeps things interesting without ever losing its soul.
This approach feels increasingly rare. While other brands pivot frantically between aesthetics chasing TikTok trends, Self-Portrait has built something more sustainable: clothes for actual life. At the end of the day, the brand is about being there for every moment — from birthdays and first dates to big interviews and weddings. The pieces are made to last, to be worn again and again, and to feel special without being too precious.
Han sums it up perfectly when he talks about being an "outlander." It means carving your own path, having the courage to make mistakes, and trusting your vision even when no one else sees it yet. When he started Self-Portrait, he was alone in that middle space, but it felt like the future. That same fearless energy keeps driving the brand forward today.
Self-Portrait's story — especially through the lens of this Kate Moss collaboration — is about so much more than clothes. It's about self-expression, confidence, and dressing for yourself, no matter where life takes you. In an industry that often feels disconnected from real life, that mission feels more important than ever.
