Fan Bingbing and Li Chen front new H&M campaign as a couple for the first time

Real-life celebrity couple Fan Bingbing and Li Chen are the new faces of a Chinese New Year campaign for Swedish label H&M.

The exclusive campaign launches just in time time to celebrate the couple's 520 days together, lifestyle website Preen Inquirer reported.

It is also the couple's first time fronting a fashion campaign together.

Li expressed his excitement at teaming up with his leading lady for the campaign, according to Preen.

He said: "Chinese New Year is one of the most important holidays on the lunar calendar, what better way to celebrate the season than with your loved ones?"

The 2017 H&M Chinese New Year campaign images were captured by renowned fashion photographer Chen Man.

"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," said the renowned photographer.

"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 couple was photographed at a Chinese courtyard in Beijing dressed in contemporary outfits, combining oriental aesthetics with a modern twist.

The collection will be sold exclusively in nine selected markets across Asia. It will be available in Singapore from Jan 12 in all stores.

With Chinese New Year preparations such as spring cleaning underway, H&M continues its offer run its recycling initiative, whereby customers can leave their unwanted clothes or home textiles of any brand and in any condition at H&M stores islandwide.

Customers will receive a 15 per cent discount voucher for every bag they drop off. Terms and conditions apply.

ssandrea@sph.com.sg