How Self-Portrait Grows
A strategy for expanding into global markets and content, built on core products.
Self-Portrait's UK entity posted revenue of about £93.22 million for the fiscal year ending September 2025, up 15.3% year over year. Launched in 2013 with lace dresses, the brand has expanded into Asian markets and direct sales with its signature products at the center. From global distribution to celebrity campaigns and content collaborations, we look at the structure behind Self-Portrait's growth.
A Brand Identity Built on Lace Dresses
Founded in London in 2013 by Han Chong, Self-Portrait made its name with dresses featuring guipure lace, lattice-style embroidery, and crystal trims. It has since broadened its range to jackets, skirts, knitwear, and accessories, but dresses remain at the heart of the brand.
Store Expansion and Revenue Growth
Self-Portrait opened its first flagship store in Mayfair, London, in 2018. It then widened its offline touchpoints to Chelsea in London and to key markets in Asia. Its official website currently lists 12 standalone stores across key Asian markets, including two in the UK and six in mainland China.
The UK entity's revenue grew from about £80.85 million for the fiscal year ending September 2024 to about £93.22 million for the fiscal year ending September 2025, representing year-over-year growth of 22% and 15.3%, respectively.
From a Jisoo Campaign to Filmmaking
Self-Portrait has broadened its brand recognition through celebrity-driven campaigns. In spring 2024, it cast BLACKPINK's Jisoo as the first musician to front a brand campaign. Jisoo also appeared in the Pre-Fall campaign that same year, and the brand ran a large-scale photo booth tied to the campaign for three days in Seongsu-dong, Seoul.
In February 2026, it released Sandiwara, a short film directed by Sean Baker and starring Michelle Yeoh. Shot in Penang, Malaysia, the 10-minute film is a case of extending the scope of a fashion campaign into cinema.
EDITORIAL SMALL TALK
At the heart of Self-Portrait is the lace dress. While maintaining its core product, the brand is expanding its global store network and broadening its touchpoints with customers through celebrity campaigns and filmmaking.
Carrying an identity built through product into distribution and content can be a way to meet new customers while preserving a brand's core.
