Captured by iconic fashion photographer Chen Man, fans can finally ogle over the gorgeous campaign images portraying much love and joy from the celebrity couple. Combining oriental aesthetics with a contemporary twist, the campaign illustrates the celebration of the Spring Festival.
“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. Shooting Li Chen and Bingbing in the collection against a traditional backdrop was a modern way to express the festivities of this special Chinese Holiday,” says Chen Man.
Fronting a fashion campaign for the first time as a couple, H&M’s Chinese New Year campaign captures the happiness and love between the couple Li Chen and Fan Bingbing. Through Chen Man’s unconventional art direction, the couple was photographed at a Chinese courtyard in Beijing dressed in contemporary outfits, fusing the long-established culture with fresh and modern fashion.
As Chinese New Year preparations such as spring cleaning are underway, H&M continues its commitment to social and environmental responsibility by offering a convenient solution for customers to leave their unwanted garments or home textiles of any brand and in any condition at H&M stores across the country. Customers will receive a 15% discount voucher* for every bag of unwanted garments or home textiles they bring.
*Terms and conditions apply.