Prada has unveiled its 2025 Qixi Festival collection, featuring new men’s and women’s ready-to-wear and accessories. The launch is accompanied by a campaign starring brand ambassador Li Xian and brand envoy Chen Haoyu, offering a modern take on the traditional Chinese love legend behind Qixi.

Set in contemporary Shanghai, the short film follows the two protagonists as they cross seven of the city's culturally and historically significant bridges — Zhejiang Road Bridge, Shanxi Road Bridge, Fujian Road Bridge, Wuzhen Road Bridge, Tibet Road Bridge, Waibaidu Bridge, and Yangpu Bridge. Through the visual and spatial language of urban infrastructure, the campaign reimagines the mythical “magpie bridge” reunion, exploring themes of connection, emotion, and memory within a modern metropolitan landscape.