SHANGHAI — Chinese Valentine’s working day, or Qixi Pageant, is the third appreciate-themed competition in the China marketplace, just after the real Valentine’s Working day and 520.
Qixi stems from the Han Dynasty mythology that celebrated the tale of the Cowherd and the Weaver Girl, who could only reunite on the Milky Way at the time a year.
From early July to Aug. 4, which is the working day of Qixi Pageant, leading luxurious brand names slowly released Qixi capsules and visuals that bring a refreshing consider on the subject.
As COVID-19-related lockdown steps in key marketplaces eased, Qixi “may also be the 1st pageant that several partners are celebrating jointly this yr,” claimed Pablo Mauron, spouse and handling director of China at Digital Luxurious Group. “This also offers manufacturers a important opportunity to produce marketing messages that emotionally resonate with the viewers.”
Dior tapped its China ambassador Yi Lin and friend of the household Yihan Solar, to star in strategies that highlighted the Dior Jardin, Lucky Dior and Rose Dior Couture jewelry collections. A vast array of products and solutions, which include the well-known E-book Tote and Woman Dior purse, have been showcased.
Louis Vuitton turned to supermodel Cong He and its mascots Vivienne and Gaston to front a Qixi campaign washed around in pastel. The selection highlighted playful goods in the handbag, vogue extras and check out categories. Louis Vuitton also introduced a WeChat Mini Plan blind box match and a mascot-themed Qixi sticker assortment for the occasion.
Captured by Anders Edström in Milan, Prada highlighted Chinese versions Shuping Li and Liren Shi rubbing shoulders in a deserted cityscape, only matching gold purses and extras, grey and white outfits suggest they are about to meet up with.
Highlighting purse products was of prominence for a amount of luxury brand names.
Maison Margiela enlisted Nowness to build a dreamy story called “Pillowery Confessions” around its vintage Glam Slam handbag. Themed “I enjoy you, but I’ve decided on Versace,” the Italian luxury brand selected to spotlight the Greca Goddess handbag for Qixi in youthful peach blossom pink. Ferragamo highlighted Chinese singer and actress Jing Fu toting the legendary Trifolio purse in pink.
“Unlike community shopping activities such as 618 or Double 11, situations like Qixi and 520 are not usually connected with marketing activities, which provides brand names with a very good window to talk about new solutions and festival-exceptional collections, instead of focusing on bargains,” Mauron said.
So, for some luxurious and vogue players, pushing out a campaign that doesn’t explicitly point out Qixi, but can reroute consideration to unique key merchandise choices turned the aim. Saint Laurent showed a summer months-helpful selection identified as “La Piscine & Sunkissed” featuring style and life style items such as a surfboard, bath towels and swimwear.
For other luxury players, generating a nuanced regional campaign all over romance grew to become just as critical as providing Qixi-relevant capsules this year.
In the situation of Bottega Veneta, which Matthieu Blazy took in excess of as artistic director this March, Qixi turned an situation to wax poetic about the range of adore.
In a “Call Me By Your Name”-style online video established in the seaside metropolis of Qingdao in Shandong province, Chinese videographer Jess Zhou and photographer Meng Zhi captured a few pairs of true-lifetime companions roaming about town on bikes, dressed in palettes of black, white, product or eco-friendly Bottega Veneta parts, which goes properly with the all-natural splendor of the vacation resort town.
Titled “Love, In Motion,” the campaign highlighted two pairs of similar-intercourse couples, whom casting director Denise Hu learned on Xiaohongshu, the well-liked social-commerce application. The model gifted bicycle bells to VIP customers in sync with the biking-themed visuals.
Mauron thinks luxury manufacturers have to act as cultural trailblazers in the marketplace “to information narratives alternatively of merely subsequent advertising trends,” he reported.
“Despite the reality that China’s social landscape is very different from that of the West, luxurious manufacturers are offering inclusive messages in order to fortify their connections with specified segments of buyers who have been earlier missed by the mainstream industry above the last handful of a long time,” Mauron explained.
To recognize really like or human interactions in the digitized potential, Balenciaga uncovered a Qixi campaign with a dystopian twist. That includes robots made by Engineered Arts Minimal, a U.K.-based firm specializing in humanoid robots, and photographed by Andrea Artemisio, Balenciaga’s very simple position-and-shoot visual amplified a perception of hyper-actuality. “Models” have been dressed in Qixi Crest caps and T-shirts that showcased a cupid figurine, Qixi Hearts-printed garments, and they carried pink mini hourglass bags.
Checking out a diverse side of Qixi, the Chinese-owned French luxurious dwelling Lanvin’s campaign moved absent from the unrequited adore of the beloved people tale to present a assortment that celebrates sisterhood, which can be just as intimate.
Lanvin retold an older variation of the Qixi tale, when younger ladies gathered and worshipped the moon, praying they could adapt dexterous sewing capabilities, a virtue for gals at the time. The selection showcased illustrations collaged with Qixi design and style components, these kinds of as pearls and daisies. The capsule is made up of fashion jewelry, emblem tote luggage, a quilted Delighted Bag and clothing.