With clean lines and feminine, standout detailing, the launch of the Bow Bag marks the beginning of a new chapter for the London-based label

What’s an It-label without its own It-bag? For decades, fashion houses have been defined by the purses they proffer, with devotees demonstrating their allegiance to their fave designers by carrying their styles in the crook of their arm. 

Now, self-portrait is getting in on the act, by dropping its first-ever bag for the summer of 2022. Founded in 2013, the London-based label founded by Han Chong has become the go-to for feminine dressing with a twist, finding fans in everyone from Gigi and Bella Hadid, to J.Lo and Dakota Johnson.

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It makes sense, then, that self-portrait’s new Bow Bag encapsulates the house’s innate femininity. Bringing together clean lines, sleek leather, and intricate detailing, the boxy Bow Bag is a timeless style that comes in a multitude of understated colourways, finished with an ornate crystal-encrusted or gold-plated ribbon.  

And, as big bags and small bags battle it out on runways around the world, self-portrait has thought between the lines by releasing two sizes: one, a ladylike mini, designed for your essentials, with the second a tiny micro number just large enough for phone, keys, and perhaps a lipstick (expect to see self-portrait stan Paris Hilton toting her own at an event any day now).

“I really like the idea of finding a shape that felt classic and at the same time encapsulates the free spirit of the self-portrait woman,” says Chong. “The Bow Bag’s shape – strong yet feminine, is a timeless design with a happy uplifting twist. A natural evolution of our product offering, bags will now be at the heart of our collections – and the Bow Bag felt like the best way to debut the category.” 

Alongside the launch of the Bow Bag comes a new campaign, in which none other than iconic supermodel Naomi Campbell stars. Taking inspiration from Brandy and Monica’s iconic 90s track “The Boy Is Mine” – all nostalgic styling by Haley Wollens and soft focus finishes courtesy of photographer and filmmaker Renell Medrano – Campbell is seen propped against a wall, bag in hand, and sprawled out on a bed in looks from the label’s upcoming AW22 collection. In a tongue-in-cheek move, the series and accompanying film takes the name ‘The Bow Is Mine’. Question is: are you going to make it yours? 

Check out the film below and click through the gallery above to see the bag. Head here to shop.