Self-Portrait Recruits Kate Moss for a Dose of Everyday Glam
“For me, the idea of the ‘everywoman’ is about being current, real and effortless, and understanding the many facets of a woman's personality and then designing into that. She could be anywhere: commuting, doing the school run, dressing for work, at a wedding or a summer festival, but in every scenario, she still wants to feel confident and herself.”
Han Chong started Self-Portrait in 2013 with this idea in mind: occasionwear that spoke to the lifestyle and desires of the everywoman. Since then, the founder and Creative Director has committed himself to the realization of that goal, dressing women in clothes that are both timeless and undeniably modern, possessing a visionary edge that has become Self-Portrait’s calling card.
Their latest collection is no different, brimming with pieces that are just at home on the runway as they are on a trip to the farmer's market, or in the back of an Uber on the way to a date. What is new here, however, is that Self-Portrait have recruited arguably one of the most recognizable faces in the history of fashion to play the role of the everywoman for their new campaign—a cultural icon who has balanced glamour and approachability since revolutionizing the modelling world in the 1990s. The one, the only: Kate Moss.
“Kate was one of the original Self-Portrait women; she wears the brand in her day-to-day life so to work with her again feels very natural for both of us,” says Han. “This time we wanted to create a series of portraits that reflect where she is in her life; a snapshot of a day in London, unfiltered and self-styled. What’s so great is that you don’t need to transform her into a character, or anyone else. She brings her own energy, and is always completely herself. That’s what makes working with her so powerful.”
PORTRAITS OF KATE was shot in London by Johnny Dufort, and the campaign’s on-the-go aesthetic mirrors the paparazzi photos that Kate dominated during the supermodel era. Here though, Kate is seen at the grocery store rather than heading to a fashion week red carpet—the clothes speak to where her life is at right now. “For this campaign, it all started with us wanting to create a series of portraits of Kate that felt completely authentic and natural and how so many of us are used to seeing her,” explains Han. “We quickly then landed on a day in London, with Kate styling the collection herself. It was very simple and straightforward, and Kate was very involved, and a real partner.”
You would think that a fashion titan like Kate Moss would never work without a stylist, but for this campaign, it was all her own vision. It’s an important touch; adding to the fly-on-the-wall feel of the campaign, you really get the impression that you’re witnessing Kate’s real life unfold before our (slightly envious, who are we kidding) eyes.
“Kate knows the brand well, and so the process was so instinctive,” says Han. “She narrowed in on pieces that were reflective of her natural style; there was nothing forced, I just wanted her to play and choose the pieces she was drawn to. Very organically, she selected looks that are actually so Kate! From the military jacket and hot pants, to our leather bomber and little black dress; she is the perfect editor and stylist, and the result is an edit that could’ve been in her wardrobe for years.”
You can check out the brand new Self-Portrait collection featuring Kate Moss here.
