Revealed
December 9, 2024
Though we’re nonetheless knee-deep in Christmas tinsel, Self-Portrait’s already turned its consideration to the Chinese language New 12 months (29 January). The London vogue home has launched its Lunar New 12 months marketing campaign that includes Chinese language actress Carina Lau to have a good time the 12 months of the Snake.
And naturally, to coincide with the marketing campaign, it’s launched a capsule assortment, obtainable in-store globally and on-line at self-portrait.com.
Throughout the Feng Li-shot marketing campaign, Lau’s joined by shut pal Anna Ueyama; celebrated actor Bowie Wu Fung, and legendary artwork director and producer William Chang.
This 12 months’s theme is rooted in “the collective memories of growing up with Hong Kong TV dramas”, so the brand new marketing campaign pays homage ‘to the way stories shaped lives, brought imaginations to life and connected families and loved ones”.
We’re instructed that these dramas have been extra than simply leisure — “their tales enriched easy meals, usually described as ‘TV gravy mixed with rice’Self-Portrait revisits these formative moments with a cinematic campaign capturing intimate glimpses into festive life in Hong Kong, intertwining nostalgia with the glamour of modern celebrations”.
As for the campaign, it unfolds over two ‘Acts Behind the Silver Screen’, every depicting totally different scenes. The primary act features a cellebratory scene at Hong Kong’s famed Yat Lok restaurant in Central. Hong Kong’s pink taxis additionally play a vital and supporting function, “weaving through this cinematic narrative”.
Act Two continues on the Island Shangri-La resort, “where the line between actors’ on-screen personas and their private lives blur”.
In the lead up to the event, further related images will be released over the next month and Han Chong, founder and creative director of Self-Portrait, said of the campaign: “Lunar New 12 months is a time to honour the traditions that formed my upbringing, whereas embracing the longer term with positivity, hope, and pleasure.
“[The campaign] tells the story of connection, entertainment, and timeless style, all of which continue to inspire everything we do at Self-Portrait.”
