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.

The label commissioned BAO 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.

Retained services

Digital marketing

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.

Next project / Emilia Wickstead

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