The scent of love is in the air again with the Qixi Festival — here are our favourite campaigns and looks commemorating the occasion.
Love is in the air once again, with the Qixi Festival — otherwise known as Chinese Valentine’s Day — upon us. Yes, we know it’s not 14 February, but who doesn’t cherish an extra opportunity to do something special for your loved ones, or to simply indulge in some self-love? With origins in a Chinese myth centred around two star-crossed, separated lovers that are only able to meet once a year, the festival — falling on the seventh day of the seventh lunar month, takes place on 10 August this year. Check out our curation of the best 2024 Qixi Festival campaigns, looks and products for those looking to sprinkle some love on their sweethearts.
Prada
True love comes naturally and withstands the test of time, and Prada’s campaign — set in the ancient villages at Chengkan in Huizhou — reflects that. Set against a background that blends crisp, traditional architecture with natural features, actor and Prada ambassador Li Xian, together with model Xie Xin, are depicted traveling onwards together, suspended in a timeless realm. With the use of a diverse mix of materials like embroidered linen, soft cashmere, and denim, Prada expresses the timeless, youthful elegance of love through its selection.
Kenzo
For KENZO’s Creative Director, Nigo, love is something that is powerful, organic, and that transcends boundaries. Tapping on brand founder Kenzo Takada’s Jungle theme, Nigo combines the tiger — an animal that is emblematic of KENZO — and Takada’s favourite animal, the elephant, in a heart-shaped embrace. This motif is present across a variety of navy, pink and white tees, shirts, cardigans and accessories, making the outfits a matching set for couples who wish to express the sincerity of their emotional bond.
Loewe
Love is also a healing adventure — Loewe celebrates the journey of love through the handmade stop-frame animated short film “A Tale of Catching Stars”, featuring two hedgehogs, whose hearts collide over the spikes of cactus fruit, durian and the stars of the night sky. An ode to love’s ability to enable us to go above and beyond for those dearest to us, the short’s visual elements celebrate the nostalgia of Chinese artistry, through the paper-cut elements that depict the hedgehog lovers’ journey toward healing. The Puzzle Fold Tote, Tote Mini and Pouch reflect this journey as well, with the hedgehog lovers on a perforated path meandering across the bags’ visages.
Boucheron
While love is often reflected in the collective strength of the relationship, Boucheron recognises that a part of that strength stems from the individual as well. Starring brand ambassador Xiao Zhan, Boucheron’s campaign centres around those who contribute to love’s collective power through staying true to themselves, and who are bold enough to showcase their genuine selves while in love. Featuring the Quatre collection, symbolising strength and protection, the campaign also highlights the versatility of the collection — empowering wearers to express their unique personality with confidence.
Balenciaga
For Balenciaga, love is found in the everyday — evident in how easily integrated into one’s everyday closet the collection is. Read more about Balenciaga’s 2024 Qixi Festival capsule collection here.
Jaeger-LeCoultre
The element of time is a cornerstone of love — stories of love that transcend time are aplenty, so it comes as no surprise that Jaeger Le-Coultre has also unveiled a special Qixi release, considering how mechanical watches are — in essence — made to function forever. Centring around a pink gold iteration of the Reverso Tribute Chronograph, the campaign features the Le Sentier manufacture’s global ambassador, Chinese actor/singer/dancer Jackson Yee, with his song — specially made for the campaign — “Convergence From The Two Ends of Time” featuring prominently in the main campaign video. The gem-set Reverso One Duetto Jewellery is the other timepiece featured in the campaign, finished in the same rose gold hue as the Reverso Tribute Chronograph. Together, both pieces are fitting tributes to love’s timelessness.
Fendi
It is well known that love is a joyful, colourful emotion — something that Fendi expresses playfully in its 2024 Qixi capsule collection. The house’s iconic FF monogram is given the multicolour treatment — finished in shades of sand, denim blue, burgundy and forest green, for the men’s looks, while sand, aubergine and olive-green hues feature on the women’s looks. Comprising versatile silhouettes, the men’s collection features a variety of silk shirts, tees and shorts, while the women’s collection is made up of a range of shirtdresses, hooded sweatshirts and tees. Accessory-wise, the highlights include the iconic Baguette bag, with the multicoloured FF monogram juxtaposed against a beige background.
Tory Burch
Arguably, love is really a simple emotion. To that end, Tory Burch has elected to keep their Qixi capsule collection unfussy and true. Capturing love in its purest and simplest form — the heart — Tory Burch has reworked their classic T Monogram collection in woven jacquard, adorably embellished with heart-shaped studs. Classic staples such as the T Monogram Mini Bucket Bag, Crescent Bag, Mini Barrel Bag and Clover Court sneaker all get additional touches of love, and are available both online and in stores.
Emporio Armani
Sometimes, love isn’t about the grand gestures — it is about how closely one pays attention to the finer details. It can be tempting — especially in today’s age of social media — to imagine that displays of love need to be grandiose outpourings, but realistically, doing the small things in the right way is what sustains any long-term relationship. It appears that Emporio Armani too are believers in a minimalist concept of love — reflected in their commemorative Qixi release. Also featuring Jackson Yee, Emporio Armani’s release is an elegant ode to love’s small details — a black tee with a a single, horizontal red line across the chest, with a stylised XOXO under it. These details reappear on the accompanying track jacket, with the singular red line calling to mind the Chinese “red thread” theory, where it is believed an invisible red string connects those destined to be lovers.
Once you are done with this story, click here to catch up with our August 2024 issue.