Self Portrait opens first boutique on London’s Albemarle Street

Self Portrait
Han Chong

Self Portrait, the contemporary womenswear brand best known for its distinctive guipure lace dresses, has opened its first standalone boutique on London’s Albemarle Street in Mayfair.

The 223sqm two-floor concept store counts Alexander Wang and Thom Browne among its neighbours and features custom designed terrazzo flooring with pink and marble insets, an open grid ceiling and geometric installations, along with a space dedicated to curated video art.

Designed by Casper Mueller Kneer Architects, who designed the White Cube Gallery, the concept will set the tone for any future store openings. Bespoke furniture was supplied by the architects and fine artist Michael Elmgreen.

Han Chong, the Central Saint Martins graduate behind the brand, which was founded five years ago, said: “Every element in the store was carefully considered to create an inviting and luxurious environment. I wanted the layout and angles of the store to really allow you to explore the space where there’s a new discovery at every turn. It’s a much more exciting and dynamic experience for our customers.”

Self Portrait’s ready-to-wear and accessories, which spans separates, dresses and footwear, will be showcased within the new store along with some exclusive pieces. The store will also offer a tailoring service, personal styling appointments and 90-minute door-to-door delivery within London.

The brand has been a huge hit since Chong launched it in 2013. Its accessible pricing (dresses retail for around £300), distinctive designs and contemporary and youthful take on luxury have made it a favourite with celebrities and influencers; its many fans include Meghan Markle, Michelle Obama and Gigi Hadid.

Many prestigious multi-brand retailers stock Self Portrait including Selfridges,, and and is it also sold via its own website.

It is shortly to be joined on Albemarle Street by Italian streetwear brand GDCS, which is opening at number 47 next month. The store will be the brand’s first in the UK.