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Naomi Campbell joins Self-Portrait for 90's inspired bag collection campaign

Camilla Rydzek
07 June 2022

UK-based fashion house Self-Portrait has debuted its 90's inspired collection of bags with a campaign featuring Naomi Campbell.

The video-led campaign, directed by Renell Medrano, is set to the 90's hit record "The Boy Is Mine" by Brandy & Monica and puts Naomi Campbell alongside her Bow Bag at the centre.

Shot in a private house in London across a series of rooms, the film presents a sequence of imagined telephone conversations where Naomi shows off clothing from Self-Portrait' Autumn/Winter 2022 collection and the new Bow bag.

Han Chong, Self-Portrait Founder and Creative Director said: "When thinking about how to launch the Bow Bag, I was feeling quite nostalgic and reflective of the past and kept being drawn to the nineties, an era when fashion was sweet yet tough, and heavily influenced by music. The origins for this campaign came from such a simple idea born out of a play on words with the name of our new bag.

"Given the ambition, it could have been impossibly challenging, but I was so honoured when everyone jumped on board to make it a reality - from creative ingenues Renell and Haley, to the legendary Naomi who stars as our leading lady and to Brandy and Monica for allowing us to use their iconic track to bring our dream video to life."

Self Portait

Naomi Campbell added: "Being British it's always important to me to support talented creatives from my own country especially those that celebrate women in the way Self-Portrait does. Collaborating with Han, Renell and Haley on my first campaign for the house was a great experience both culturally and creatively which made the experience feel nostalgic of an era when it was all about storytelling through the image."

The Bow Bag comes in two styles, the Bow Mini and the Bow Micro. and is available to purchase online at Self-Portrait, in Self-Portrait stores around the world, including the brand's flagship store in London, and across its global network of partner retailers.

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