On August 14th, China celebrates Qixi, also known as Chinese Valentine’s Day. This celebration has prompted luxury brands to focus on this occasion as a way to connect with the local Chinese clientele. Let’s delve into five collections and campaigns that have been designed specifically for Qixi.
Saint Laurent has embraced personalization for Qixi. The brand launched a dedicated campaign in July, which was showcased on the popular Chinese social media platform Weibo. The campaign features models in a serene green setting, and as part of the promotion, customers have the opportunity to personalize pieces from the collection.
Balenciaga, recognizing the importance of appealing to Chinese consumers, has introduced a capsule collection for this year’s Qixi. The collection includes garments adorned with a red heart and accessories covered in candy pink or black fur. The brand’s promotional visuals incorporate elements from their current campaign, with drones and virtual reality helmets symbolizing love 3.0.
Prada has taken a musical approach to celebrate the Qixi festival. The fashion house collaborated with singer and actor Cai Xu Kun, also known as Kun, who composed an exclusive soundtrack titled “You Know What I Want.” The soundtrack is accompanied by a short video clip and can be found on Prada’s website and through a dedicated WeChat mini-program. Additionally, Prada has released a special collection adorned with crystals.
Valentino has gone above and beyond to engage its Chinese audience for Valentine’s Day. The brand has created a campaign featuring three young idols and brand ambassadors- singer Lay Zhang, actress Tiffany Tang, and singer Luo Yizhou. Each ambassador is portrayed in a different venue, with Lay Zhang in a karaoke bar, Tiffany Tang visiting an aquarium, and Luo Yizhou exploring a playroom. The collection, consisting of clothing, bags, and accessories, features a red heart on a white background. To further enhance the campaign, Valentino has set up a network of pop-up stores across China.
Gucci has launched the #HowWeMet campaign, taking individuals on a journey through Shanghai before they meet each other. Singer Lucas Huang and model Ju Xiaowen are featured in the campaign, donning pieces from the Les Pommes collection. This capsule collection is characterized by a visual mix of the Gucci logo, fruit, and a heart, and is exclusively available in China.
These luxury brands have seized the opportunity of Qixi to create special collections and campaigns tailored to the Chinese market. By incorporating personalized elements, virtual technologies, exclusive soundtracks, and engaging brand ambassadors, they have established a deeper connection with Chinese consumers. These initiatives not only celebrate the Qixi festival but also highlight the brands’ innovation and understanding of the local Chinese audience.
Useful Links:
– [Saint Laurent Qixi Campaign](https://www.saintlaurent.com/cn)
– [Prada Qixi Collection](https://www.prada.com/cn/en.html)
