Siwon Choi & Liu Wen for H&M Chinese New Year 2016 Campaign – Year of the Monkey

Tuesday, January 12, 2016 by Wendy Lam

Back in November, H&M announced their partnership with international Korean singer/actor, Siwon Choi and supermodel Liu Wen, now here’s a full look at the Chinese New Year campaign. H&M celebrates the year of the monkey with a collection of 30 pieces consisting of modern pieces in strong palettes of red for men, women and for the first-time, kids as well. The collection will be sold exclusively in 9 selected markets in Asia (China, Hong Kong, Macau, Taiwan, Singapore, Malaysia, Thailand, Indonesia and the Philippines) from January 21, 2016.

“Lunar New Year is a rare time of the year where we have the opportunity to dress up and catch up with our loved ones. The menswear collection is a fun and modern interpretation suitable for the joyous occasion, and they can be mixed and matched with existing items in the wardrobe all year round,” says Siwon Choi.

“Shooting the campaign together with Siwon in H&M’s Chinese New Year collection was such an enjoyable experience! I love how the collection goes beyond the typical festive wardrobe by adding in a combination of modern silhouettes, ethnic details and a variety of lively prints,” says Liu Wen.

This year’s Chinese Year collection takes inspiration from ancient Chinese coinage and lantern, a playful graphic is specially designed on the H&M shopping bags and red packets, they will be hitting stores on January 21st and January 28th respectively. Customers will receive the exclusive H&M red packets upon any in-store purchases (while stock lasts).

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