Loewe unveiled its 2025 Qixi Festival (Chinese Valentine‘s Day) collection inspired by traditional Qixi legend imagery. Alongside the collection, the brand released an original five-episode micro-drama, Say Yes to Love, starring actors Chen Duling and Chen Zheyuan. The series explores themes of love and chance encounters, tied together by Loewe’s Qixi-exclusive Say Yes to Love charm. The first episode premiered on August 4, written by Loewe’s China cultural consultant and screenwriter Qin Wen, telling a story about choice, acceptance, and fate.