UK-based fashion label Self-Portrait is paying homage to the fashion-forward decade of the ’90s with its debut bag collection. And with a line inspired by the era, who better to front the campaign than an icon of ’90s fashion, Naomi Campbell?
According to founder and creative director of the brand Han Chong, the supermodel “represents everything the self-portrait woman stands for — she’s strong, independent, provocative, and always authentically herself.”
Chong continued in an official statement, “When thinking about how to launch the Bow Bag, I was feeling quite nostalgic and reflective of the past and kept being drawn to the ’90s, an era when fashion was sweet yet tough, and heavily influenced by music.”
In keeping with the theme, the accompanying video (shot by Renell Medrano) is set to the tune of Brandy and Monica’s 1998 hit “The Boy is Mine.” Riffing off the Never Say Never track, the campaign has been aptly dubbed “The Bow is Mine.”
“The origins for this campaign came from such a simple idea born out of a play on words with the name of our new bag,” Chong said. “Given the ambition, it could have been impossibly challenging, but I was so honored when everyone jumped on board to make it a reality — from creative ingenues Renell and Haley [Wollens] to the legendary Naomi who stars as our leading lady and to Brandy and Monica for allowing us to use their iconic track to bring our dream video to life.”
Shot in a private residence in London, Campbell poses in different rooms while often talking on the phone, where we’re sure she’s telling everyone that the Bow is hers.
Donning pieces from Self-Portrait’s forthcoming Fall/Winter 2022 collection, Campbell sports a sequined two-piece crop top and coordinating skirt, as well as a mesh long-sleeve gown, and a knitted mini dress, all with her coveted Bow Mini and the Bow Micro in tow.
“Being British it’s always important to me to support talented creatives from my own country especially those that celebrate women in the way self-portrait does.” said Campbell in the release. “Collaborating with Han, Renell and Haley on my first campaign for the house was a great experience both culturally and creatively which made the experience feel nostalgic of an era when it was all about storytelling through the image.”
Already carried by the likes of Olivia Rodrigo and Chloë Sevigny on her wedding day, the the handbags are already a hit!
