LONDON – Han Chong is nostalgic for the 90s and used that decade as inspiration for the first Self-Portrait handbag campaign.
He tapped a runway prop from the era – Naomi Campbell – to star in the campaign, which features Brandy and Monica’s 1998 hit “The Boy Is Mine”.
The campaign is called The Bow is Mine, and Campbell is pictured (and filmed) discussing her angular, primitive bag and insisting that “the bow is mine”.
Directed and shot by Renell Medrano and soundtracked by Brandy and Monica, the campaign shows Campbell in a private London home having a series of imaginary phone conversations about the Bow Mini and Bow Micro.
Campbell wears pieces from Self-Portrait’s upcoming Fall 2022 collection, including a two-piece sequin skirt and crop top, a long-sleeve knit dress and a knit midi dress. The campaign was designed by Haley Wollens.
Chong, who is founder and creative director of Self-Portrait, said the 90s “continually influence and inspire” the brand, and he wanted the Bow to channel the era.
“I felt quite nostalgic and reflected on the past, and I was always drawn to the 90s, a time when fashion was soft but tough and heavily influenced by music,” Chong said.
“I was so honored when everyone jumped on board to make this a reality, from creative ingenues Renell and Haley, to the legendary Naomi who plays our leading lady, to Brandy and Monica for allowing us to use their lead to bring our dream video to life.”
The campaign includes seven images, a series of short vignettes and a 60 second film.
Chong said there was one person he knew could play on the show.
“Naomi not only defines the era we are honoring through this project, but she represents everything the Self-Portrait woman represents – she is strong, independent, provocative and always authentically herself,” he said. .
This is Campbell’s first campaign for Self-Portrait and the model said that “being British, it’s always important to me to support talented designers from my own country, especially those who celebrate women like Self-Portrait does.
She described the 90s as “all about storytelling through image”.
Chong, who is based in London and known for his lace and eyelet designs, said he had always wanted to move into accessories and that going forward “bags will be central to our collections”.
He said the Bow bag “felt like the best way to debut the category. I really liked the idea of finding a shape that feels classic and at the same time encapsulates the free spirit of the Self-Portrait woman. The shape is a timeless design with a cheerful uplifting touch, which we will continue to work with for years to come.
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