Key Takeaways:
- Qixi is later this year, but brands are still launching their campaigns a month ahead of the festival.
- Brands like Gucci and Tiffany & Co. have featured their brand ambassadors in short films and videos, while LAMAIRE has used models in photoshoots.
- Brands are weakening the association of the day with romance, turning instead to themes of general love and affection.
Qixi (七夕) is coming late this year. The 7th day of the 7th month on the Traditional Chinese Calendar will be 29 August. Luxury brands continued their trend of launching Qixi campaigns a month prior to the actual festival. Furthermore, last year’s early start coincided with 7 July, which is when the Japanese celebrate Tanabata (七夕, same characters), their version of the Qixi Festival.
Brands are creating smaller campaigns, featuring brand ambassadors in either a short film or a photoshoot
This Qixi, luxury brands are creating smaller campaigns, featuring brand ambassadors in either a short film or a photoshoot. Also, the romantic connotation of the festival is weakening, making way for a celebration of general love and affection.
Gucci: a sequel
Gucci is trying something special this year with Qixi, and its campaign is in fact a continuation of its 520 “I Love You” Day from 20 May last year. The internet-made special day is the romantic celebration between Valentine’s Day in February and Qixi, usually in August.
Starring the same brand ambassadors, actress Vicky Chen Wenqi (文淇) and actor Song Weilong (宋威龙), Gucci’s short film “Shared Expressions” sees the pair on a journey, meeting several couples before finally meeting under the stars. This corresponds to the myth of Qixi, the love story between Zhinü, the weaver girl (织女, symbolising Vega) and Niulang, the cowherd (牛郎, symbolising Altair), who are separated by the Milky Way.
The film is artistic with a cinematic feel, similar to the 520 video from 2024. Interestingly, the English version emphasises that the campaign “captures moments of friendship” rather than romance.
Tiffany & Co.: The subject of love
It is increasingly becoming a trend for brands to leverage broader concepts of “love” and “affection” beyond romantic relationships. This tactic gives the campaign a wider appeal as dating and marriage rates remain low in China.
Tiffany & Co. also makes use of brand ambassadors and short films as a medium. Recruiting its Chinese brand ambassadors, actress Tang Yan (唐嫣) and actor Zhang Ruoyun (张若昀), as well as its global brand ambassador, actress Zhong Chuxi (钟楚曦), the luxury jeweller made three short videos featuring each doing an artistic activity, such as writing or painting, while wearing the Hardware collection of jewellery from the brand. They also discuss love through voice-over and interview.
The central theme of the interviews is making “I” the subject of love, as there must be someone who loves, rather than just the party being loved. Tang recommends slowing down and giving yourself time before you love; Zhang proposes getting to know oneself before loving. Meanwhile, Zhong believes in experiences and exploration. Tiffany also launched a podcast about “I” and love.
LAMAIRE: a walk
LAMAIRE, on the other hand, took the approach of photography. Working with Chinese photographer Mengyu Zhou, the French brand took models Nick, Didi and Zeo for a walk in Shanghai before they met in a studio and played music together. The campaign shows the intimacy and understanding without words.
LAMAIRE also did something special by introducing a Qixi-themed limited handbag, the Fortune Croissant. Not only is the bag a dark reddish colour for a festive feel, but it also has a concentric knot attached as a bag charm. The knot symbolises love and well-wishing in Chinese culture.
Other brands also released Qixi campaigns. Similarly, Burberry created a short film with its ambassadors, actress Zhang Jingyi (张婧仪) and Leo Wu Lei (吴磊), about encounters and romance. Chanel took actor Wang Yibo (王一博) and singer-songwriter Leah Dou (窦靖童) to Chateau Marmont in Los Angeles to shoot a short film also about encounters. Balenciaga continued its theme of real-life celebrity couples in photoshoots this year with Zhou Qi Qi (周奇奇) and Jiang Qilin (江奇霖).
This year’s Qixi saw fewer big campaigns, as well as less focus on romance
It seems that this year’s Qixi saw fewer big campaigns from luxury brands, as well as less focus on romance. It might be that the three romance-centric special days are too many for the market, or that brands are no longer limited to these days for their campaigns. It could also be that higher-brow literary and art campaigns aimed at educated women resonate more with the brand’s audiences than romance today. But whatever the reason, the marketing landscape is evolving in China.
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