Chinese celebrity couple Li Chen and Fan Bingbing.

HONG KONG — Chinese celebrity power couple Fan Bingbing and Li Chen are the new faces of H&M’s Chinese New Year campaign, the brand announced Sunday.

The new campaign image of Fan, who has had turns in the the movies “X-Men: Days of Future Past” and “Iron Man 3”, and Li, also a popular actor in China, were shot by Chen Man to commemorate their 520 days together. The numbers 520 in Mandarin are homonyms for “I love you.”

“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?…[W]e hope that the warmth and joy from the campaign shoot will resonate with our fans,” Li said.

The collection will be available in stores at the beginning of January in nine Asian markets: Mainland China, Hong Kong, Macau, Taiwan, Singapore, Malaysia, Thailand, Indonesia and the Philippines. The upcoming Chinese New Year falls on Jan. 28.

It’s not the first time the fast-fashion retailer has tapped into big Chinese celebrity romances. In September, H&M dressed actress Shu Qi for her wedding to singer and director Stephen Fung. The dress created a stir on social media for its relatively modest cost of 3,990 Hong Kong dollars, about $515.


Actress Shu Qi wed singer and director Stephen Fung wearing a wedding gown from H&M's sustainable line.

Actress Shu Qi wed singer and director Stephen Fung while wearing a gown from H&M’s sustainable line. 

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