Case Studies / Self-Portrait

A comprehensive Magento migration and Shopify 2.0 build for premium womenswear label Self-Portrait.

Central Saint Martins graduate Han Chong established premium womenswear label Self-Portrait in 2013. The Malaysian-born designer’s aim is to create beautiful clothes for women that stand the test of time.

Now, as well as through its own ecommerce website, Self-Portrait is sold in over 350 of the world's most prestigious retailers including Selfridges, and Net-A-Porter.

Self-Portrait believes in celebrating and empowering the women wearing its clothes by making pieces that are both feminine and functional. Its pieces are worn by the likes of Emily Ratajkowski, Bella Hadid and Miranda Kerr.

The label commissioned BAO in 2021 to undertake a Magento migration and Shopify 2.0 build. With an ambitious timeline, the BAO design team enhanced the UX and UI whilst adhering to the design language of the original store.

Following a brand repositioning in 2023 we again worked with Self-Portrait to develop a new editorial-style theme, this time with a focus on large images and an abundance of videos.

The website also benefited from careful consideration for users with accessibility requirements as well as the addition of a loyalty programme. 

Strategic loyalty programme

Store switcher


Utilisation of Shopify markets

Retained services

Accessibility improvements

UX improvements

New store features & enhancements

Core performance reviews

Tech integrations & optimisations


Bremont Blog mobile


Klevu’s AI and NLP-powered discovery suite includes on-site Smart Search, Smart Category Merchandising, Smart Recommendations and a Personalisation Engine, enabling ecommerce websites to deliver shopping experiences powered by real-time shopper intent.

In partners we trust

Self-Portrait runs a series of parallel international stores, powered by a number of key Shopify-connected technologies and partners.


Gorgias is a help desk that allows your customer service team to manage all of your support and customer service in one place.


Klarna offers direct payments, pay after delivery options and instalment plans in a smooth one-click purchase experience that lets consumers pay when and how they prefer to.


Elevar is an analytics and tracking platform built exclusively to help ensure direct-to-consumer brands on Shopify have a data foundation they can trust and scale with.


Vervaunt is a London-based ecommerce consultancy and paid media agency, working alongside ambitious ecommerce brands and retailers to improve key areas of their business and drive growth.

Harper Concierge

Harper Concierge allows customers to order clothes online then try them on at home with the guidance of expert advisors. The buyer chooses a one hour time slot, items are brought to their door, and they have 40 minutes to try on.


LoyaltyLion supports ecommerce growth by connecting marketing strategies. Providing meaningful customer interactions through points-based incentives and reward programmes.


Klaviyo is a sophisticated one-stop email marketing platform that creates relevant customer experiences by listening, analysing and acting on consumer data. Delivering targeted user journeys across email and other owned channels.


Tagalys allows merchants to instantly take visual control of their Shopify and Magento stores, improving user productivity and consumer experiences.

Next project / Emilia Wickstead

A reimagined design vision and migration project from Magento to Shopify Plus for Emilia Wickstead.