From unassuming to extravagant, this Qixi Festival, we have collated a list of the best campaigns and products to spoil your partner with this romantic season.
The Qixi Festival — also known as the Double Seventh Festival or Chinese Valentine’s Day — occurs annually on the seventh day of the seventh month of the lunar calendar. Falling on the August 22nd this year, this special day has origins that date back to Chinese mythology where two lovers that were being separated by the galaxy are only able to meet once a year. Complete with romance in the air, scroll down for a curated selection of the best campaigns and products for those looking to love up your special one this Qixi Festival.
Balenciaga
If you are an avid fan of Demna’s work for Balenciaga, then this campaign screams #couplegoals. Lensed by Shinichi Tsutsui, the images capture real-life couples wearing pieces from the Parisian brand while they pose candidly, answering questions about how they first met. Inspired by the spontaneity and endurance of love, the collection is adorned with familiar Balenciaga-isms — full of edge and fun — and will launch exclusively in Balenciaga stores in China and on balenciaga.cn.
Bottega Veneta
In celebration of Qixi, Bottega Veneta’s new film “Towards You” directed by Jess Jing Zou, explores the universality of love today. Love’s intricacies are told through a multiplicity of characters running on high adrenaline throughout different parts of China. Rather than expected endings, the film focuses on the pure joy and high energy of their race towards love – differentiated through chance happenings and encounters with strangers or past lovers on the way.
Loewe
Loewe’s Qixi campaign reinterprets the festival’s mythological origin into a modern tale between two lovers — actor and brand ambassador Leo Wu and model Wang Zhenzhen. In candy-coloured hues, the campaign also playfully highlights the exclusive editions of the new Hammock Hobo mini bag that comes with a pair of gold and silver star charms, echoing the film’s folded love notes.
Alexander McQueen
“Lan Ye” or Orchid Night is what the night of the Qixi Festival is called. Alexander McQueen has thus made this charming bloom its protagonist for the special capsule collection. “In the language of flowers, orchids are a symbol of love,” described Sarah Burton, the creative director of Alexander McQueen. Henceforth the dissection of said flower into prints; transposed against McQueen’s well-known savage styles in military hues, Chinese actor Yang Youning inflates the timeless floral appeal with the lucid purity of the Seal bag.
Dolce&Gabbana
Dolce&Gabbana collaborated with Chinese artist Santu Song for three colourful and kaleidoscopic prints to celebrate the Qixi Festival. Rendered in the Italian house’s extravagant style, the collection which spans ready-to-wear and accessories pays tribute to the love and romanticism of this special day — perfect for gifting those who are keen on the Dolce Vita lifestyle.
Moncler
For those who like to keep it short and sweet this Qixi, Moncler’s capsule collection would be the perfect fit. Practicality and functionality — two values that the Italian label is known for — are translated into a line up of monochromatic and gender fluid garments for the celebration of love. A heart logo patch design captures the romantic mood, and is then adorned onto the assortment of fall/winter essentials.
Kenzo
Kenzo is celebrating Qixi with Kenzo Hearts. The Fall/Winter 2023 collection by artistic director Nigo — known for paving the way of where streetwear is today — redesigns the Kenzo logo into a graffiti illustration; channelling the rebellious times of the Swinging 60’s. A heart encapsulates the logo, which is then stamped onto streetwear classics such as t-shirts and hoodies for a simple yet succinct statement.
Loro Piana
Loro Piana has dreamt up a pastel palette ranging rose quartz to aquamarine to celebrate the Chinese festival of love. To present an enduring and lasting quality of love, Loro Piana’s Chinese Valentine’s Day capsule exhibits quality craftsmanship, devised in romantic hues and comfortable proportions. Declare your love with the opulent materiality associated with the maison, with standouts from the collection like pastel Extra Pocket 19s and baseball hats, or sophisticated cashmere bombers and silk-blend crewnecks.
Once you’re done with this story, click here to catch up with our August 2023 issue!
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