Decoding Qixi: Moynat, Tiffany & Co, and Proya’s collabs

As August 10 approaches, the date of this year’s Qixi Festival, brands are launching activations, events, and collaborations to mark the occasion. Qixi Festival, also known as the Double Seventh Festival or Chinese Valentine’s Day, falls annually on the seventh day of the seventh month of the lunar calendar. The legend behind this day involves two star-crossed lovers, Zhinhu, a weaver girl and daughter of a powerful goddess, and Niulang, a humble cowherd. From Moynat Paris joining forces with one of the mainland’s most prevalent fashion stylists Lucia Liu, to Tiffany releasing short films with local production company Yitiao (一条), and Proya inviting Susan Fang to design a gift box, this week’s collaboration spotlights channel romance and marketing creativity. Subscribe here to receive the Collaborations newsletter to your inbox every Tuesday. Moynat Paris x Lucia Liu Details: Capsule collection, July 25 Social context: On Weibo, Lucia Liu has over 1 million followers, and 165,800 on Xiaohongshu. So far, on Xiaohongshu #MoynatLuciaLiu has 129,600 reads. Verdict: Moynat Paris’ collaboration with Lucia Liu adeptly deploys traditional elements of this romantic occasion, symbols like the albizia flower, butterfly, and bean to represent love and joy. The collection spotlights the BB Duo bag, incorporating playful and whimsical elements through prints and embossing, combined with Moynat’s renowned craftsmanship. The inclusion of handmade leather bows by the atelier in Paris showcases the brand’s dedication to quality and artisanal skills. Partnering with Liu, a prominent figure in fashion and media, significantly elevates the collection’s visibility and appeal. Liu’s extensive experience and influence in the fashion industry, particularly through her magazine TheBallroom and collaborations with top models and celebrities, naturally reaps exposure. Proya x Susan Fang Details: Gift box, July 27 Social context: While #SusanFang has 6.8 million views on Xiaohongshu, the hashtag #Proya Chinese Valentine’s Day joint gift box (珀莱雅七夕联名礼盒) has 278,200. Verdict: The “Wandering in the Light of Love” gift box by Susan Fang and Proya taps into the romantic spirit of the Qixi Festival, drawing inspiration from the traditional tale of love and longing. Partnering with a designer known for her ethereal and dreamy aesthetic, aligns well with Proya's own female-forward positioning. It also brings a touch of luxury and artistic flair to Proya’s skincare products, making them more attractive to students and young graduates seeking playfulness, quality, and affordability. This strategic partnership is likely to attract attention from a broader audience, including fashion enthusiasts, thereby expanding Proya’s market reach and reinforcing its presence in the competitive cosmetics industry. Tiffany & Co x Yitiao (一条) Details: Short film series “Protecting Is the Way of Love,” July 17 Social context: On Xiaohongshu, Tiffany has 253,900 followers, and over 3 million on Weibo. Verdict: Each narrative in the “Protecting Is the Way of Love" series of four shorts highlights the resilience and transformative power of love. The first episode, focusing on Li Yeye and Yan Yan, illustrates how their love and protective actions led them to transform an abandoned wasteland into a flourishing garden. This story exemplifies how love can inspire significant personal and environmental change, showcasing a tangible expression of devotion and care. By integrating these themes into modern stories and incorporating historical signature products, Tiffany & Co. continues to uphold its legacy and bridge historical designs with contemporary expressions. Releasing the series on the occasion of Chinese Valentine’s Day aligns Tiffany & Co’s brand narrative with culturally significant moments, enhancing emotional engagement with audiences. The films explore diverse dimensions of love – between lovers, friends, family, and with oneself – thereby broadening the emotional resonance and relevance of the brand. This collaboration not only reinforces Tiffany’s market presence, but also deepens its connection with audiences by celebrating love in its various forms.

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Decoding Qixi: Moynat, Tiffany & Co, and Proya’s collabs