"I think it's about understanding what the modern woman today wants and creating that perfect balance," founder Han Chong told us of his brand ethos, which has already captured the attention of Kristen Stewart, Gigi Hadid, Miranda Kerr and Olivia Palermo to name only a few. "The versatility of our pieces has definitely been a key factor to our success. A mixture of intricate detailing combined with comfort makes our dresses perfect for wearing day or night, which I believe is a perfect formula for occasion dressing." Another element that has helped its success is the price point. A ready-to-wear dress rarely tips the £300 mark and the new bridal collection ranges from £650 to £1,000.
Since its inception in 2013, the brand has been a destination for wedding dressing but, apart from the occasional unconventional bride, has dressed everyone but the betrothed - something Chong felt needed addressing.
"I felt there was a gap in the market for cool, understated gowns that still had the ability to feel feminine and timeless," he explained of why the time is right. "I wanted to take the stress out of bridal-gown shopping and create a range where there is no need to visit specialist bridal boutiques."
Founder Han Chong
Chong - who studied fashion design at Central Saint Martins and founded Three Floor before starting Self-Portrait - has developed all of his own laces for the collection which is designed by his team of 10 in their Hoxton studio and made in his family's factory in the Far East. But, while he is targeting the modern bride, he looked to rule-breakers of the past to find his muses.
Chong's muse Bianca Jagger
"I drew my inspiration from icons of the Sixties and Seventies, particularly the rock'n'roll styles of Bianca Jagger and Pattie Boyd, who were challenging the norms of dress," he continued. "The pieces in my bridal debut are not your typical gowns - they were created for the untraditional bride."
It's a concept that Net-A-Porter and Selfridges were happy to get on board with. Both have bought the collection - the latter of which heralding it as a turning point for the celebratory category.
"We couldn't be more excited about the launch of the Self-Portrait bridal collection," Lydia King, buying manager at Selfridges where a Self-Portrait dress sells every six minutes, told us. "Chong is trail-blazing again, identifying a perennial category and treating it with imagination and innovation, underpinned by accessibility. This is the collection that bridal wear has been waiting for."
A part of the brand's success is its unfaltering high standard, which Chong won't compromise on in order to add an additional category.
"I would like to focus on clothing for now and nail every detail until it's perfect," he said. "I'm very aware that a bride's dress is one of the most important elements of her wedding day so perfection is key. My aim is to concentrate on this for now."
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