Although we’re still knee-deep in Christmas tinsel, Self-Portrait’s already turned its attention to the Chinese New Year (29 January). The London fashion house has released its Lunar New Year campaign featuring Chinese actress Carina Lau to celebrate the Year of the Snake.

And of course, to coincide with the campaign, it’s launched a capsule collection, available in-store globally and online at self-portrait.com.

Within the Feng Li-shot campaign, Lau’s joined by close friend Anna Ueyama; celebrated actor Bowie Wu Fung, and legendary art director and producer William Chang.

This year’s theme is rooted in “the collective memories of growing up with Hong Kong TV dramas”, so the new campaign pays homage ‘to the way stories shaped lives, brought imaginations to life and connected families and loved ones”.

We’re told that these dramas were more than just entertainment — “their stories enriched simple meals, often described as ‘TV gravy mixed with rice’Self-Portrait revisits these formative moments with a cinematic campaign capturing intimate glimpses into festive life in Hong Kong, intertwining nostalgia with the glamour of modern celebrations”.

As for the campaign, it unfolds over two ‘Acts Behind the Silver Screen’, each depicting different scenes. The first act includes a cellebratory scene at Hong Kong’s famed Yat Lok restaurant in Central. Hong Kong’s red taxis also play a crucial and supporting role, “weaving through this cinematic narrative”.

Act Two continues at the Island Shangri-La hotel, “where the line between actors’ on-screen personas and their private lives blur”.

In the lead up to the event, further related images will be released over the next month and Han Chong, founder and creative director of Self-Portrait, said of the campaign: “Lunar New Year is a time to honour the traditions that shaped my upbringing, while embracing the future with positivity, hope, and joy. 

“[The campaign] tells the story of connection, entertainment, and timeless style, all of which continue to inspire everything we do at Self-Portrait.”