Bella Hadid Stars in Self-Portrait’s New SS22 Campaign

Bella Hadid Stars in Self-Portrait's New SS22 Campaign

Unveiling its Spring/Summer 2022 collection, London-based brand Self-Portrait has tapped supermodel Bella Hadid as the face of its carefree campaign. Showing different sides of herself, the model comes to life with British photographer Harley Weir behind the lens.


Inspired by the gradual return to the outside world, founder and creative director Han Chong presents an effortless capsule of garments designed to suit the new relaxed and experimental way of dressing. The new collection is grounded in rich shades of deep blue and fuchsia, as well as fresh pastels like spearmint and lavender, utilizing ethereal fabrics like taffeta and boucle to evoke a soft sense of femininity and playfulness.

Bella Hadid Stars in Self-Portrait's New SS22 Campaign

Chong reflects on the new capsule in a press release, explaining, “This season, I was really inspired to shift gears into the future and present a collection into what women might want to wear after what feels like a lifetime spent indoors. This collection is a love letter to the Self-Portrait woman — one who is ready to face the world, be truly herself and have fun again.”

Looking to every woman as the brand’s muse, the SS22 collection of sharply tailored blazers, mini wrap skirts and tiered dresses are designed to inspire and encourage the wearer to celebrate and embrace her complexity, exploring what makes her unique. Chong affirms, “When I think of the Self-Portrait woman, I never just have one person in mind — for me, the joy of what I do comes from designing for women with different personalities, different attitudes, and different ways of living their lives.” The designer adds, “I wanted to celebrate this spirit with my new collection and wanted to present the different facets of the Self-Portrait woman with a series of images of Bella Hadid transforming into varying sides of her character.”

Bella Hadid Stars in Self-Portrait's New SS22 CampaignBella Hadid Stars in Self-Portrait's New SS22 Campaign

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