By now, we already know that H&M always raises the bar when it comes to blockbuster collaborations. Well, it seems that the Swedish brand ups the ante for its Chinese New Year ad campaigns as well. This year, H&M presents international actress, Fan Bingbing and actor, Li Chen as the new faces of its Chinese New Year 2017 campaign. Celebrating their 520 days together (the numbers 520 in Mandarin are homonyms for “I love you”), this is the first time Fan and Li front a fashion campaign as a couple.
The campaign captures the happiness and love between the lovebirds at a Chinese courtyard in Beijing, lensed by iconic fashion photographer, Chen Man. Through Chen’s unconventional art direction, she captured the power couple in the collection against a traditional backdrop, juxtaposing oriental aesthetics with a modern twist. “It’s great that a global brand like H&M has curated a special Chinese New Year collection for fashion lovers in Asia and I am very honoured to shoot and be a part of the creative process of this year’s campaign. The mixed art style of east and west is what I have always pursued in my work”, explains Chen Man.
The campaign illustrates the celebration of the Spring Festival, portraying love and joy from the celebrity couple. Li says, “Chinese New Year is one of the most important holidays on the lunar calendar, and what better way to celebrate the season than with your loved ones? I’m so excited to be fronting H&M’s Chinese New Year campaign together with Bingbing. With the artistic direction from Chen Man, we hope that the warmth and joy from the campaign shoot will resonate with our fans.”
{insert gallery tpl=”slide-freesize.tpl” id=”H&M CNY” rid=”4741″ order=”a_tstamp”}Showcasing the collection’s contemporary and sports-inspired designs, with culturally significant shades of gold and red, the actor and actress flaunt chic designs in the campaign including a feather-patterned dress (symbolic of the rooster year), bomber jacket, logo sweaters and bold accessories. Oriental-influenced motifs such as ruyi knots, tassels and Chinese floral designs are featured throughout the cool, urban collection. “During the Spring Festival, everyone wants to stand out in style when the streets are awash in auspicious red. We hope that our campaign with H&M encapsulates the style and happiness that the Year of the Rooster brings,” says Fan.
The Chinese New Year 2017 collection by H&M is now available in 9 markets across Asia: Malaysia, Singapore, Thailand, Indonesia, China, Hong Kong, Taiwan, Macau and the Philippines. Alternatively, you can shop the collection here.
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