Fashion loves love. So whenever Chinese Valentine’s Day rolls around, the brands get creative to not just lens their pieces in a new, rosy light, but fit it to Eastern palates of romance. Think cinematic, slightly forlorn, decadent and pink — of course expressed to each their own. Counting brands like Gucci, Boucheron, Lemaire and more, collated here are some of the Qixi campaigns that caught Men’s Folio’s eye for not just their storytelling, but also their aesthetic interpretations of the occasion.

Gucci

Boucheron

Lemaire

Miu Miu

Balenciaga

 

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Versace

Li Wen Hui

Li Yi Tong

Ding Yu Xi

Landy Li

Miles Wei

Qeelin

Burberry