Qixi Festival, also known as the Double Seventh Festival or Chinese Valentine’s Day, is a beautiful celebration that falls on the seventh day of the seventh month of the lunar calendar. The enchanting legend behind this day tells the story of Zhinü, a weaver girl and daughter of a powerful goddess, and Niulang, a humble cowherd, two star-crossed lovers separated by the Milky Way.
As Qixi Festival draws near on August 10, 2024, luxury brands are rolling out their most romantic and innovative campaigns to help you celebrate love. Here are some special treats you might want to consider for your loved ones.
Bottega Veneta
Bottega Veneta pays homage to the Qixi origin story with imagery featuring bridges and water, symbolizing connection and encounter. Known for its focus on movement, the Maison's signature Intrecciato leather weave embodies this theme. The Qixi capsule collection highlights the Orbit trainers, an exclusive edition of the Kit bag, and a charming heart-shaped Solstice bag, celebrating the festival with elegance and meaning.
Loewe
Loewe has introduced a Qixi collection featuring charming hedgehog motifs on accessories and specially designed bags like the Puzzle Fold Tote and Pouch. This launch is complemented by an animated short film, "A Tale of Catching Stars," which tells the heartwarming story of two love-struck hedgehogs, the main characters of the collection. To celebrate the Qixi festival's cultural significance, the exclusive pieces are showcased alongside durians and lotus flowers, traditional symbols of the festival. The Lovestruck collection includes limited-edition colorways in Dark Burgundy, Sahara, and Spring Green for the Puzzle Fold Tote, Tote Mini, and Pouch.Tiffany & Co.
Tiffany & Co. has partnered with Tmall Super Brand Day to launch the new Tiffany Lock series two-tone gold half-pavé diamond small necklace, available exclusively online at the Tmall official flagship store for Qixi Festival.
Inspired by a gold padlock brooch designed by Tiffany in 1883 for a loving couple, the Tiffany Lock series captures simple and pure lines from everyday objects, symbolizing the deep meaning of “guarding precious things, nurturing beloved ones.”
For this special occasion, Tiffany & Co. has also teamed up with the media platform Yitiao in China to produce a touching series of short films titled "Guarding, as a Way of Love." These films explore four modern dimensions of love: romantic love, friendship, family, and self-love. The first episode shares the story of designer couple Li Yeye and Yan Yan and their enchanting island garden..
Photo Credits: Burberry
Burberry
In homage to the romance of the Qixi Festival, Burberry has introduced a new design featuring two swans intertwining to form a heart, symbolizing love and commitment. This romantic motif adorns a range of items, including T-shirts, silk scarves, a dress, a cardigan, and the Rocking Horse bag in the season's new colorway, soap.
The swan-adorned collection is complemented by an animation from filmmaker Ellis Ka-yin Chan, reflecting the motif with cartoon lovers framed by intertwining swans. The couple in the animation are dressed in matching ensembles from the new collection.
Photo Credits: Versace
Versace
Versace has unveiled its Qixi Festival campaign featuring Global Brand Ambassador Cai Xukun (蔡徐坤). The Italian brand’s latest campaign showcases Cai Xukun in stylish denim jackets adorned with iconic Medusa 95 logo accessories, perfectly capturing the essence of a midsummer vibe. The collection includes an array of fashion jewelry, featuring necklaces, bracelets, and rings, all designed to add a touch of Versace's signature glamour to your look.Fendi
Fendi celebrates Chinese Valentine's Day 2024 with a vibrant and joyful campaign that embraces love in all its forms. The collection features an array of ready-to-wear items, including bags, shoes, and accessories for both men and women. Fendi's iconic pieces, such as the Baguette bag and Peekaboo Mini bag, are adorned with multicolored FF logo-embroidered canvas. These playful yet sophisticated designs are perfect for those who love a touch of whimsy in their style.Boucheron
French jewelry house Boucheron has teamed up with their global brand ambassador Xiao Zhan (肖战) for this year's Qixi Festival. This campaign features the Quatre collection, which was first introduced in 2004 and showcases four distinct architectural styles. Xiao Zhan is seen in the campaign wearing pieces from the Quatre Classique, Quatre Black, and Quatre Double White collections, highlighting personal style and authenticity.Balenciaga
To mark the Qixi Festival, Balenciaga has introduced a special collection of ready-to-wear pieces. The campaign features couples Fei and Yi Xiangyu, Jiji and Ai, and Che Che and Li Jiage in various romantic settings around Shanghai. The collection showcases hand-drawn heart designs on a range of garments, including denim jackets, miniskirts, and the brand’s signature fit T-shirts and hoodies in black and pink.Photo Credits: Montblanc
Montblanc
Montblanc embraces this year’s Qixi Festival with its “HeartWritten” initiative, offering a curated selection of gifts that add new chapters to enduring love stories. Among the standout offerings is a limited-edition writing instrument inspired by the captivating love stories in Jane Austen’s works. For luxury accessories lovers, Montblanc introduces a new raspberry pink leather goods collection and unveils the latest addition to its Bohème watch series, a timepiece that encapsulates the brilliance of a starry sky.
Photo Credits: Tory Burch
Tory Burch
Tory Burch is celebrating Qixi with a special capsule collection featuring heart-embellished bags, shirts, sneakers, and jewelry. Inspired by the timeless and simple essence of love, the collection updates classic T monogram pieces with mini heart-shaped studs. From T monogram bags to Clover Court sneakers, this collection is perfect for expressing your love and affection with a touch of elevated classic style.
Photo Credits: Moynat Paris
Moynat Paris
Moynat is teaming up with fashion stylist Lucia Liu for a special Qixi Festival collection. Inspired by traditional elements, the line features playful designs like albizia flowers, butterflies, and beans to celebrate love and joy. Key pieces include the BB Duo bags with leather bows, handcrafted in Paris. Liu’s collaboration adds star power, thanks to her fashion influence and work with top models and celebrities, boosting the collection's appeal.Photo Credits: Qeelin
Qeelin
Fine jewelry brand Qeelin draws from ancient Eastern legends with its Wulu series, weaving a tale of romantic serendipity. The Wulu design, crafted from red agate, is set in 18K rose gold and adorned with round-cut diamonds, symbolizing “embracing love and abundant blessings.” This special edition seen on global ambassador Lay Zhang (张艺兴) includes necklaces and bracelets that convey a resilient promise of love and vitality.
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Jaeger-LeCoultre
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Jaeger-LeCoultre takes inspiration from its iconic Reverso watch series to explore the multifaceted nature of love and romance. The brand has collaborated with global ambassador, Chinese actor and singer Jackson Yee (易烊千玺), to release a special campaign named "The Rise: A Journey To New Heights." This campaign includes their first joint song, "Convergence from the Two Ends of Time," and a music short film as the promotional video. The video has gone viral, amassing over 18 million views on Weibo within four days and receiving rave reviews from netizens.
Photo Credits: Emporio Armani
Emporio Armani
Emporio Armani’s Qixi collection, also featuring Jackson Yee, is a refined tribute to love’s subtle details. The release includes a black tee with a single red horizontal line and a stylized XOXO, echoing on a matching track jacket. The red line symbolizes the Chinese "red thread" theory, which suggests an invisible red string connects destined lovers.Prada
Prada has unveiled a new collection of men’s and women’s clothing, along with subtle-tone handbags and accessories, for the Qixi Festival. The campaign, set in the ancient village of Xingxi, Huizhou, showcases traditional architecture and serene natural landscapes. Featuring actor and Prada ambassador Li Xian and model Xie Xin, the ad campaign elegantly bridges past and present as they wander through the village. Prada’s Qixi collection is available both online and offline.
Photo Credits: KENZO
KENZO
KENZO has introduced the KENZO Jungle Heart Collection, created by Artistic Director Nigo, as a tribute to the power of love. This Qixi unisex collection draws inspiration from Kenzo Takada's JUNGLE fashion, featuring T-shirts, windbreaker jackets, cardigans, and jewelry.
Nigo combines the brand's iconic tiger motif with an elephant, Kenzo Takada's favorite animal, to adhere to signature brand symbols. The two symbolic animals are depicted in an embrace, forming a "hug heart shape" that embodies the power of love, a motif present throughout all the clothing items. The collection also includes 'his and her' accessories, featuring a locket pendant and a rope bracelet to symbolize everlasting emotional bonds.
🩷🩷Get ready to celebrate love this Qixi Festival with these exquisite offerings from some of the world's most luxurious brands. Whether you're looking for the perfect gift or simply want to immerse yourself in the romance of the season, these campaigns are sure to inspire and delight. Happy Qixi Festival!Do follow me on my social media for more daily updates...
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