Asia and Rio’s picks for the week

How brands celebrate Chinese Valentine’s Day?

Chinese Valentine’s Day, also known as Qixi, is on the seventh day of the seventh month of the Chinese lunar calendar. This year, the romantic day falls on 25th August.

SEE ALSO : Skechers partners with Dr. Seuss for new collection

To celebrate this day of love, luxury brands have launched a series of special edition collections.

Gucci

Gucci
Source: Gucci

Inspired by the phrase “apple of my eye,” Alessandro Michele has reinterpreted the house’s GG logo into a motif featuring a red apple.

Givenchy

Givenchy
Source: Givenchy

Givenchy launches the ‘Love’ collection for Chinese Valentine’s Day, as inspired by the archival ‘love’ prints from Hubert de Givenchy’s Spring/Summer 1979 haute couture collection.

Dior

Dior
Source: Dior

Dior released the new Dioramour capsule collection, designed by Maria Grazia Chiuri, in celebration of the Chinese Valentine’s Day.

Prada

Prada qixi
Source: Prada

Prada celebrates Chinese Valentine’s Day with a pastel-hued capsule collection for both men and women, “narrated through an evocative, modern retelling of the Qixi legend.”

The short film presented by Prada for the collection captured the “separation and the impossibility of experiencing love’s full potential” of the traditional Qixi tale in a modern taste.

Hugo Boss

Boss with Love
Source: Hugo Boss

Boss teams up with New York-based illustrator and designer Justin Teodoro for a capsule collection themed BOSS WITH LOVE.

The collection includes a range of unisex ready-to-wear garments and accessories.

Montblanc

Montblanc
Source: Yahoo News

Montblanc announced an exclusive collaboration with fashion influencer Tao Liang, professionally known as Mr. Bags, for the second time to celebrate the romantic occasion.

The Chinese Valentine’s Day collection has one silver belt bag and one silver sling backpack, which are made with the brand’s latest M-Gram Monogram.

The color silver is selected to resemble the Milky Way, as in the legend of Qixi, the couple, cowherd and the weaver fairy, were separated by the Milky Way galaxy.

Fendi

Mr. Doodle x Fendi
Source: Mr. Doodle

This year, Fendi teams up with London artist and illustrator Sam Cox, also known as Mr. Doodle, for the 2020 Chinese Valentine’s Day special collection, which includes a ready-to-wear collection and a range of shoes that are designed for both him and her.

Bvlgari

Bvlgari
Source: Bvlgari

Bvlgari brings a special Chinese Valentine’s Day edition exclusive gift set for lovers, featuring a luxury silk scarf and a leather bag. The bag features the house’s iconic serpenti cabochon, “a shoulder bag in soft quilted multicolor flap and back and white agate calf leather front and sides, with a graphic motif”.

SEE ALSO : Atelier Swarovski partners with Karl Lagerfeld and Penélope Cruz for new collections

Balenciaga

The French fashion brand launched a new series of bags for Chinese Valentines’ Day, but the promotional images for the limited series has been criticized by Chinese netizens through the hashtag “Balenciaga’s advertisement unattractive” first used on Sina Weibo.  Netizens condemned the brand for just going through the motions and not considering the tastes of Chinese consumers. The brand has been accused of not being able to interpret current Chinese consumers’ taste.

Hope you had a Happy Chinese Valentine’s Day!

 

 

 

 

Follow Retail in Asia on Facebook, Twitter and LinkedIn.

Get our top stories delivered to your inbox:

 

Stay ahead
Subscribe for free!
Register now
Stay ahead