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Legend has it that the young Weaver Girl and the Goddess Weaver fell in love with the shepherd Cowherd, but their forbidden love turned them into two stars, forced to set their sights on the two sides of the “Milky Way” (the Chinese name is Yinhe), and can only meet one night a year, thanks to a flock of magpies who are able to build a bridge. This is the story of the Qixi Festival, an ancient love celebration (held since the first century BC), also known as the “Seventh Night Festival” because it falls on the seventh day of the seventh month of each year. According to the lunar calendar, in 2024 this corresponds to August 10. Since the celebrations also include gifts between lovers and even experiences between simple friends, it is an unmissable shopping opportunity for fashion and luxury brands to respond to a market that is showing signs of an important slowdown after many years of strong growth, but also changes, as the half-year data shows. Large Groups and many of the industry’s most important companies.
While we wait to see how Chinese consumers behave on November 11, Singles DayAnother key date for shopping in the country (according to estimates by supplier Syntun, sales on the main online platforms will exceed $156 billion by 2023), numerous events and special creations are organized for the festival of love, in which the symbols and formulas of Chinese culture are highly valued, preferring images that reference the traditions and historicity of the holiday itself.
Collection Activities PradaFor example, the story is set in Xingxi Village, a Huizhou village known for its traditional architecture, and stars actor Li Xian and model Xie Xin. Bottega Veneta Actress Zhou Yutong and model Du Juan were chosen to shoot advertising campaigns in the mountains, and Orbit sneakers and Cabat bags were tailor-made for the Chinese market. Stay within the group’s brand orbit dry, Gucci launched an event starring actor Zhang Linghe and supermodel He Cong, and Balenciaga A capsule with black and pink T-shirts, hand-decorated with white or red hearts, was designed.
Dior A Dior Amour pop-up store dedicated to Chinese Valentine’s Day was opened in Beijing, launching a special series inspired by love. Louis Vuitton On this festive occasion, China’s first Le Chocolat Maxime Frédéric boutique opened in Taikoo Li Qiantan, Shanghai.
Burberrya brand that is going through a complicated moment in its long history, which began in 1856, and whose logo has suddenly emerged recently goodbye Designed by CEO Jonathan Akeroyd, the focus is on the swan motif, a symbol of love and fidelity, with two birds arranging their long necks to form a heart, which is used on clothing and accessories. Monette In collaboration with stylist and designer influencer Lucia Liu, the BB Duo bag was redesigned, embellished with symbols of love such as albizzia, butterflies and beans.
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