H&M revealed its 2017 Chinese New Year campaign images which features actor and actress, Li Chen and Fan Bingbing. The images were captured by iconic fashion photographer Chen Man, and combines oriental aesthetics with a contemporary twist, with a campaign that 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
H&M’s Chinese New Year campaign captures the happiness and love between the couple Li Chen and Fan Bingbing. Under Chen Man’s art direction, the couple was photographed at a Chinese courtyard in Beijing dressed in contemporary outfits, fusing traditional culture with fresh and modern fashion.
As part of its commitment to social and environmental responsibility, H&M is 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. In return, customers will receive a 15% discount voucher for every bag of unwanted garments or home textiles they bring (terms and conditions apply).
The 2017 Chinese New Year collection in conjunction with the Year of the Rooster features a fresh take on traditional Lunar New Year fashion presenting a wardrobe of contemporary and sports influenced designs, with culturally significant shades of red and gold. The range includes an assortment of fashion-forward pieces for ladies, men and kids.
“We want to celebrate the essence of the Chinese New Year, interpreting the festivity with a contemporary collection. Mixing femininity with the effortlessness of the urban woman, while the enthusiastic colour palette nods to the traditional Chinese holiday,” says Ann-Sofie Johansson, Creative Advisor at H&M.
“It’s about creating a fresh new take on the Lunar New Year attire with refined sportive styles. The menswear collection elevates classic pieces into smart and relaxed looks, making each piece effortless and long-lasting throughout the season,” says Andreas Löwenstam, Head of Menswear Design at H&M.
The women’s collection bridges traditional culture with effortless chic designs, with designs that are infused with festive colours – red and gold, and Spring Festival inspired prints on modern silhouettes. Sophisticated feather patterns, symbolic of the Rooster year, are printed onto a bold red flare dress. Mix gold accessories inspired by Chinese motifs, such as the ruyi knots, with an earthy tone knit top and a pair of denim pants. Complete the look by dressing up with a pair of rose red pumps with frill details, or dressing down with a pair of gold sneakers.
The menswear collection presents a cross between contemporary and sportive designs. The bomber jacket – fashion’s latest must-have in grey can be perfectly paired with the red sweater. Colour balancing is key this Lunar New Year; pull off the look with a pair of black slim-fit joggers and sneakers. The collection which is also inspired by oriental styles, features cranes intricately embroidered on a sweater and the back of a jacket. Men’s essentials such as the box-tee or shirts are available in versatile tones making it easy to mix and match.
The collection will be sold exclusively in 9 selected markets in Asia and it will be available in in all H&M stores in Malaysia from 12 January 2017.
For more info, head over to www.hm.com
Visual credits: H&M