A love story in style: 2024’s Qixi fashion campaigns

As Qixi, also known as Chinese Valentine’s Day, approaches, luxury brands are releasing inventive love-themed marketing campaigns.

Through original narratives and poignant expressions, Qixi festivities this year are captivating Chinese audiences and establishing new precedents in the luxury industry.

From Canada Goose functional pieces, to Michael Kors’ versatile Lulu handbag collection with Bai Lu and Alexander McQueen’s Qixi edition Sling bags, we take a look at the latest offerings this season.

Canada Goose has introduced a new collection for the Qixi Festival, featuring comfortable and functional apparel. The range includes women’s and men’s T-shirts made from soft cotton, such as the Broadview Black Label and Gladstone casual styles. Hoodies include the women’s Muskoka with a relaxed fit and the men’s Huron full-zip, both designed for summer comfort.

The collection also offers various vests, including the women’s Annex and Elora, and the men’s Lawrence and Crofton, all emphasizing practicality and versatility.

Alexander McQueen has launched its 2024 Qixi Festival China-exclusive collection, featuring the Sling Bag with the iconic T-shaped metal buckle. The collection includes items inspired by blush pink and burgundy tones, such as a silk chiffon skull-pattern scarf and wide sneakers.

These offerings are available on the brand’s official online platform and at select boutiques in Beijing, Shanghai, Chengdu, and Shenzhen.

Michael Kors has launched the 2024 Qixi Lulu handbag collection across its online and offline channels. Featuring the brand’s Greater China ambassador Bai Lu, the Qixi campaign presents the “小LU乱撞”(meaning “a little deer running around,” metaphorically describing the feeling of nervous excitement, often associated with love or strong emotions) theme, showcasing the versatile styles of the new Lulu handbags.

The campaign highlights Bai’s unique and bold style through innovative visuals. The handbag collection features minimalist colors and distinctive silhouettes, with a unique bowling ball half-circle design, luxurious textured body, and metallic logo accents. Available in classic shades such as simple white, cool black, and black and white camo, the collection effortlessly displays various vibrant styles.

For Qixi Festival, as well as its centenary, Italian cashmere brand Loro Piana has unveiled a capsule collection with sheep-inspired patterns. Soft colors including cream, rose quartz, deep gray, and blue are used in the collection’s clothing for both men and women.

Men’s selections include T-shirts, polo shirts, and fall-appropriate “My Fleece” tops and pants, while women’s goods include a bomber-style knit sweater, a pleated skirt, and a shirt.

This year, Bally unveiled their Qixi Festival-exclusive line. The newest line of limited edition clothing, purses, shoes, and accessories from the Swiss luxury fashion brand combines traditional craftsmanship and modern design with flower designs inspired by the Qixi Festival.
Highlights from the most recent collection include the stylish Hobo handbags, “Ballyrina” ballet flats, and simple T-shirts.

Ahead of the Qixi Festival, Burberry has launched a new swan design, which is believed to symbolize love and fidelity. Swans are intertwined in a heart-shaped pattern in this creative design, and displayed on a variety of products such as T-shirts, shirts, dresses, cardigans, and silk scarves.
The collection also debuts the seasonally appropriate soap-white version of the renowned “Rocking Horse” bag. This pattern served as the basis for a video that filmmaker Chan Ka-yin made showing two swans standing together in the shape of a heart.

Lemaire has released a series of short films capturing the daily activities of a couple, Xinyu and Maohua, such as buying breakfast and waiting for the bus. The films aim to document intimate day-to-day moments and the romantic atmosphere of Qixi. Additionally, Lemaire launches a China-exclusive Qixi edition of the Soft Game bag in a berry color. Made from recycled nylon, the bag comes in large, medium, and small sizes, is vegan and waterproof, and includes an adjustable padded shoulder strap for versatile use. The collection is available exclusively on Lemaire’s Tmall flagship store and at Beijing SKP.

The debut Qixi Festival collection of Canadian fashion brand Moose Knuckles — only available in China, has been unveiled. The capsule reinterprets classics including T-shirts, skirts, and sweatshirts in pink and black-and-white tones, with the brand’s distinctive scissor emblem reversed into a whimsical “broken heart” motif.
In a campaign video, fashion bloggers @Enakao and @Kisra portrayed a love scene for the impending festival.