Bella Hadid is the face of the Self-Portrait SS22 campaign

man in black hoodie sitting on white plastic chair

Bella Hadid, probably one of the top demaded models currently, appears in the Self-Portrait campaign that supports the label’s spring/summer 2022 collection. It aims to capture the many sides of the wearer.

Han Chong, Self-Portrait’s creative Director, worked with Harley Weir in Britain to show the many aspects of the Self-Portrait woman. The campaign was a preview of the new collection and the model was transformed into different versions.

Chong stated that: “When I think about the Self-Portrait woman I don’t just think of one person – the joy of my work comes from designing for women who have different personalities, attitudes, and ways of living their life. With my new collection, I wanted to celebrate that spirit and show the various facets of Self-Portrait women with a series images of Bella Hadid changing into different aspects of her character.”

man in black hoodie sitting on white plastic chair

The campaign launch was held during London Fashion Week. It ran alongside the collection that the designer showed at the event. The digital presentation of the line allowed for a more relaxed interpretation of occasion wear. It featured abstract dresses, knit and lace combinations, and ruched jersey details that created a variety of contemporary colours.

The label also featured mini and midi dresses that fit well, as well as coordinating two pieces and denim garments. These were designed to bring different silhouettes to the line. Complex techniques were used to incorporate ribbed dresses and cardigans, as well as trousers, into the season transitional knits.

woman in white dress standing on sea shore during daytime

Chong said, “This season, I was really inspired by shifting gears to the future and present an assortment into what women might like to wear after what feels to be a lifetime of indoors. I wanted to present a modern approach in occasion dressing, with strong, feminine styles yet in soft and relaxed silhouettes. This collection is a love note to the Self-Portrait woman. She is ready to face the world and be herself, as well as having fun.”

Han Chong and Harley Weir have collaborated on the brand’s second SS22 campaign. It will be released in full in January 2022. You can also purchase the collection through Self-Portrait, select retailers and global stores.

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