Fashion brands show their love for China’s Valentine’s Day with chic collections

Photographed in mountainous settings, the collection explores the heart motif through various forms. Photo: Bottega Veneta

The Qixi Festival (taking place this year on Aug 10), one of China’s longest-standing traditions has proven a lucrative season for luxury brands’ sales in the region.

Also known as China’s equivalent of Valentine’s Day, every year in the weeks and months leading up to the celebration, big names in fashion unveil curated capsule collections to capture the hearts of consumers in Asia.

Tradition meets modernity

Prada celebrates the Qixi Festival with a new ready-to-wear collection, as well as a variety of accessories in a palette of subtle hues.

The selection is narrated through a series of images and videos set in the ancient villages at Chengkan in Huizhou.

Starring in the campaign are actor and Prada ambassador Li Xian and model Xie Xin, showcasing styles for men and women against a backdrop of simple yet captivating architecture reflected against a natural landscape.

The campaign features couples posing in various settings, including a botanical garden. Photo: Balenciaga

This visual narrative showcases women’s styles in embroidered linen, impeccable pique, elegant cashmere and kid mohair knitwear, and ultra-soft leather, with the same abundance of materials and options characterising the men’s offerings.

Read more: Big and beautiful: Tote bags are a trendy accessory for your everyday needs

Capturing romance

Paying tribute to its craft and heritage, Gucci’s campaign for the Qixi festival features actor Zhang Linghe alongside supermodel He Cong in romantic poses, as well as in separate photos.

Zhang made his television debut in the costume romance drama Maiden Holmes, going on to star in various shows including 2023’s Story Of Kunning Palace and historical drama My Journey To You.

He, who moved to Shanghai from Hunan in 2013 to study fashion and design, has appeared in shows and campaigns for many a luxury brand, and has been described by V Magazine as a “trailblazing supermodel”.

Chinese folklore brought to life

For this year’s Qixi celebration, Bottega Veneta’s ad campaign features actress Zhou Yutong, singer Mika, and model Du Juan in stunning outdoor visuals.

Showcasing unique pieces designed for the Greater China market, the personalities depict the Cowherd and Weaver Girl characters meeting across the Milky Way, in a story based on Chinese folklore.

Photographed in mountainous settings by Yuan Xiaopeng, the collection is infused with a hint of playfulness, exploring the heart motif through various forms.

Read more: How an unexpected nature of style combinations can make fashion exciting

Focus on couples

Balenciaga launched an exclusive series of products and a dedicated campaign celebrating Qixi Festival this year for the Chinese market, and which is available online.

In a campaign photographed by Wang Yi Shu in Shanghai, three sets of couples are captured posing in a restaurant, on a sidewalk, at a botanical garden, and waiting for public transportation.

The campaign’s still life photos feature accessories hung up and set down in public places, seemingly discarded.

Products included in the collection are denim jackets, shorts, miniskirts, and pants in all-over graffitied peach pit black or dirty cream.

There are also signature fit T-shirts and hoodies in black or pink, decorated with a hand-drawn heart designs in white or red.