Nov 18, 2022
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Self-Portrait opens new London store in Chelsea

Nov 18, 2022

Fashion retailer Self-Portrait has opened a second standalone store in London, located on the corner of Chelsea’s King's Road and Duke of York Square.

The 200 sq m two-level store was designed by the brand’s founder/creative director Han Chong in collaboration with architect Andreas Kostopoulos, founder of MP NYC. 

Opening in conjunction with the fashion house’s Resort 2023 collection, the new store “features minimalist architectural designs with a richly textured interior in unified hues”. Floor-to-ceiling windows are lined with mirrored surfaces, “blurring the indoors and outdoors”.

Inspired by “spatial design and the idea of self-reflection”, the store features an array of textures including chrome and mirrors that dominate the interior walls and reflect tonal surfaces in mint green.

Natural materials throughout include smooth pigmented Cornish clay, coarse clay wall cladding, and custom-designed terrazzo flooring. Contemporary and recent antique furniture complement the space. 

Established in the UK in 2013 by Han Chong, the brand's latest London store joins Albemarle Street in Mayfair, which opened in 2018. It also has stores in Bangkok, Beijing, Shanghai, Chengdu, Shenzhen and Taipei, plus an online flagship store.

Chong, who says his brand “is synonymous with modern occasionwear for day and night and prides itself on its deep understanding of structure and materials”, added: “For our second store in London, I was waiting a long time to find the perfect spot to bring our architectural vision to life. 

“And I am so proud of the space we have created - it’s the perfect blend of art and architecture, which provides a serene and minimalist home for our collections. For me, this store has become the perfect physical manifestation of our brand - it’s a contrast of the effortless and the studied, with a focus on quality, materials and craft.”  

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