Self Portrait moves into girlswear
On the day that Browns announced its entry into the kidswear sector, upscale occasionwear brand Self Portrait has also unveiled its first childrenswear collection.
The company is best known for its dresses that are party and bridal favourites and the new girlswear is likely to be a popular choice for bridesmaids’ dresses.
Targeting the three-year-old to 12-year-old age group, the 21-piece Self-Portrait Kids range has been designed in London by company founder and creative chief Han Chong.
The aesthetic reflects the adults’ offer with plenty of lace and ruffles with materials including organic cotton, tulle, taffeta and polyester.
The company is selling the pieces via its own webstore and at its Mayfair, London, boutique, as well as at several international stores, with prices starting from £80. The company will drop new pieces in May and November each year.
Han Chong said of the launch: “Since starting my brand seven years ago, I have always dreamed of someday translating what Self-Portrait represents for a younger generation. Now that the brand is established, it felt like the perfect moment. I wanted to start with a tight edit of styles, focused on happy pieces that allow kids to truly be, and feel like, themselves.”
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