Self-Portrait opens first boutique in London

Self Portrait Boutique London

British fashion label Self-Portrait will open its very first boutique in London on March 22. The 223sqm two-floor concept store was designed by Casper Mueller Kneer Architects.

The boutique will sell ready-to-wear and accessories, which spans separates, dresses, and footwear and will also offer a tailoring service, personal styling appointments and 90-minute door-to-door delivery within London.

The store will be the brand’s first in the UK and will be at 49 Albemarle Street in Mayfair. ‘I always knew that I wanted to open my first store in the Mayfair area,’ Han Chong, founder and creative director of Self-Portrait told Vogue. ‘I used to go to all these shops in the neighborhood that I couldn’t afford when I was a student. Now, I wanted to bring our brand to the area where customers can have that luxury shopping experience but at our price point. I chose Albemarle because it’s off of Bond Street and I liked being slightly off the beaten path.’

According to Chong, this is only the beginning. In the coming three to five years, the designer wants to open eight to ten new stores in America and Asia.

Self-Portrait is stocked everywhere from Selfridges, Matches Fashion and Net-a-Porter to Barneys Japan and Nordstrom and is also sold via its own website. Known for its feminine, affordable dresses, the label is loved by celebrities such as Jessica Biel, Reese Witherspoon, Alexa Chung, Kristen Stewart, Meghan Markle and Miranda Kerr.

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