As Qixi Festival, China’s equivalent of Valentine’s Day, approaches, luxury brands are unveiling their latest campaigns and collections to capture the hearts and wallets of Chinese consumers.
This year’s offerings showcase a blend of Western luxury aesthetics and Chinese cultural elements.
From Gucci’s romantic portrayal of Zhang Linghe and He Cong to Bottega Veneta’s star-studded campaign featuring Zhou Yutong, Mika, and Du Juan, these Qixi campaigns demonstrate the luxury industry’s deep understanding of the Chinese market.
The campaigns not only showcase the brands’ latest products, but also weave in elements of Chinese romance and tradition, creating a powerful connection with local consumers. Here’s how these luxury powerhouses are navigating the delicate balance between global brand identity and local cultural resonance.
Gucci#
Gucci celebrated its craft heritage and Chinese romance by featuring actor Zhang Linghe alongside supermodel He Cong in their latest Qixi Festival ad campaign.
The images capture romantic moments between the starring actors gazing into each other’s eyes and holding hands, symbolizing the iconic Gucci Horsebit logo.
“Zhang Linghe looks great in Gucci,” wrote Chinese netizen @Koalaisfull on Xiaohongshu. “This video is well shot. It has a very textured feel, like a movie.”
“Zhang Linghe and Gucci are a perfect match,” wrote another poster @baseballboy.
Bottega Veneta#
Actress Zhou Yutong, singer Mika, and model Du Juan are featured in Bottega Veneta’s Qixi Festival advertising released earlier this month.
The story of the Cowherd and Weaver Girl meeting across the Milky Way from the Qixi Festival serves as the basis for the ad, which was photographed in mountainous settings by Yuan Xiaopeng.
Along with unique pieces designed specifically for the Greater China market, it has products like Orbit sneakers and Cabat bags. Irish Chilean producer Sega Bodega’s music is included in the wide-angle lens-shot advertisement, which highlights the beauty of the outdoors.
Versace#
Versace Global Brand Ambassador Cai Xukun stars in the Italian brand’s newly released Qixi Festival campaign, featuring denim jackets paired with iconic Medusa 95 logo accessories, capturing a midsummer ambiance. The fashion jewelry collection includes necklaces, bracelets, and rings.
Tiffany & Co#
Tiffany & Co. has collaborated with Tmall Super Brand Day to launch the new Tiffany Lock series two-tone gold half-pavé diamond small necklace exclusively online at the Tmall official flagship store for Qixi Festival.
Inspired by a gold lock brooch designed by Tiffany in 1883 for a loving couple, the Tiffany Lock series extracts simple and pure lines from ordinary daily objects, conveying the profound meaning of “guarding precious things, nurturing beloved ones.”
Miu Miu#
Photographed by Alessandro Fuchino Capria, Miu Miu’s Qixi ready-to-wear and accessories collection features confident Miu Miu girls in distinctive, personality-driven outfits. The collection includes items like ultra-short mini skirts, aviator jackets, cashmere cardigans, striped knitwear, and gender-neutral shirts. Accessories range from Miu Miu baseball caps and eyewear to exquisite leather goods, sparkling hair accessories, and refined jewelry.
Prada#
Prada unveiled a new collection of men’s and women’s clothing, alongside subtle-tone handbags and accessories.
The campaign features imagery filmed in the ancient village of Xingxi, Huizhou, known for its traditional architecture and serene natural landscapes. In the ad campaign, actor and Prada ambassador Li Xian, along with model Xie Xin, wander through the village, bridging past and present. Prada’s Qixi collection is available online and offline.
Other brands can benefit from the key strategies these major luxury campaigns have deployed. Leveraging popular local celebrities like Zhang Linghe, Zhou Yutong, and Cai Xukun can create a strong cultural connection and enhance relatability among target audiences.
Incorporating storytelling elements that resonate with traditional Chinese narratives, such as the Qixi Festival’s Cowherd and Weaver Girl legend, can add depth and emotional appeal to the campaigns.
Demonstrating cultural sensitivity and catering to local consumer preferences are key to fostering engagement.