H&M has announced Chinese actor and singer Neo Hou as its Greater China brand ambassador, positioning him as the face of the brand’s push around individuality and self-expression. The company has said Hou’s ability to move fluidly between acting and music – and his free exploration of different creative identities – reflects H&M’s broader message of encouraging consumers to define their own style rather than follow a single template.
The announcement comes as the Lunar New Year shopping season ramps up, a period when fashion brands typically launch limited collections and high-visibility campaigns to capture a slice of gift-giving demand and festive wardrobe purchases. Alongside the partnership reveal, H&M released a Lunar New Year campaign film featuring Hou wearing the brand’s 2026 Lunar New Year collection.
The new collection draws inspiration from the imagery of an energetic, forward-moving horse – 2026-27’s Chinese zodiac animal, often associated with resilience, strength and good fortune. H&M says these cultural motifs have been translated into modern design details, including tailoring choices and colour accents that reference the holiday season without leaning entirely on traditional costume style clues.
With the holiday approaching, H&M is framing the Neo Hou collaboration as the start of a new chapter in its Greater China storytelling, using Hou’s celeb appeal to bridge everyday wear and festive style – and to keep the brand’s message focused on personal expression rather than purely seasonal symbolism.
