How are brands celebrating Qixi Festival with customers?
©Kelly Sikkema
The Qixi Festival (Double Seventh Festival) is one of the Chinese traditional festivals, which is also known as the Chinese Valentine's Day. It's based on a romantic legend about a weaver girl and an ox herd. This year, the holiday falls on the 4th of August (the seventh day of the seventh lunar calendar month), marking the beginning of festivities following the lifting of pandemic lockdowns in Shanghai and Beijing.
©Chen Zhongqiu via China Daily
Regarded as one of the most romantic traditional Chinese festivals, Qixi Festival is now usually celebrated among Chinese people by giving flowers, and special presents to their loved ones, instead of doing the traditional customs. Thus many brands ride on the opportunity by building their brand stories around the myth in order to resonate with local consumers, in the hopes of driving sales.
Longchamp launched Le Pliage Cuir Qixi Edition with existing materials
France | Fashion & Accessories | 2022
French luxury company Longchamp specially launched the China-exclusive Le Pliage Cuir Qixi Festival limited series. This limited edition continues Longchamp's sustainable concept and is made of existing high-quality materials to avoid waste during production.
Louis Vuitton launched Charlie Sneakers Qixi Edition with corn-based plastic
France | Fashion & Accessories | 2021
©Louis Vuitton
Yes, you read that right. The French luxury brand has unveiled the new Charlie sneakers, a unisex design that’s crafted from 90 percent recycled and bio-sourced materials. That includes Biopolioli, a corn-based plastic, which can be found in the uppers of the shoes.
©Louis Vuitton
The Qixi Festival's exclusive sneaker also features a choice of gold or silver accessory that forms the perfect monogram charm when interlocked with another pair. The LV initials can be seen on the tongue, side, and outsoles while the iconic monogram canvas trim can be seen on the tongue and heel.
Swatch launched Qixi Special Set with bio-based materials
Switzerland | Watches | 2022
©Swatch
Swatch launches the 2022 Qixi limited edition titled "One Inch Heart" and "Blue Friend" in Chinese, both of the newly launched waters are made of eco-friendly bio-based materials. For "One Inch Heart", Cupid's arrow is used as the watch hand, and the red heart dial reveals love and romance on a midsummer moonlit night. And for "Blue Friend", the blue dial reveals love and the interesting calendar wheel reveals the heart, and the wrist is a guardian of long-lasting love.
©Swatch
Anna Loch launches Love with No Boundaries collection
UK | Fashion & Accessories | 2022
©Anna Loch
Anna Loch and BLUVSO presented a collection that expresses the intimacy between love, friendship, and affection. This collection returns to the expression of "love", with the theme of eternal warm love & kind heart, combining BLUVSO works with carry-on bags, with a simple composition of tasks, love, and thick contour lines, with a simple and classic bag shape, symbolizing a clean, spontaneous and warm attitude towards life. The entire collection is made of recyclable and biodegradable eco-friendly materials from production materials to packaging. The leather is GRS-certified recycled leather fabric, and the lining is also made of biodegradable polyester fabric. While reducing the accumulation of textile waste, it has a new life and can be degraded to coexist with nature.
Nayuki x BOTTLOOP launched Qixi special edition of Good Recycling Kit
China | Food & Beverage | 2020
©Nayuki x BOTTLOOP
Nayuki collaborated with BOTTLOOP, launched a collection of "Good Recycling Kits". Each "Good Recycling Kit" is made from safely recycled disposable PET plastic packaging. Through 12 professional processes such as shredding and cleaning, polyester slicing, deep separation and cleaning, the simple nature of plastic is restored and the fabric is given a delicate feel. According to the calculation of a third-party organization, each production of a "beautiful recycled bag" is equivalent to reducing CO2 emissions by 0.44kg, which can also achieve a cumulative effect of carbon reduction like planting trees, which is quite friendly to the environment.
©Nayuki x BOTTLOOP
Each "Good Recycling Kit" comes with a set of quadratic badges, each expressing an environmental advocacy. The four colors represent "food waste", "recycling waste", "hazardous waste" and "other waste. The bag comes with two hidden zipper pockets, which can easily store keys, headphones and other small items; the body is designed with a drawstring closure, so it can fit sun jackets and sneakers perfectly. Two straps can also be quickly converted out of the shoulder back, shoulder back, handheld three different styles.
Moncler launched Qixi Capsule Collection
France | Fashion | 2022
For this year's Qixi Festival, Moncler is launching a special capsule collection. The collection is made from innovative fabrics, such as teddy fleece jacket without pleats; at the same time, the brand also takes into account the concept of environmental protection by using recycled fabrics to make raincoats; organic cotton is selected to create extra light summer products, such as T-shirts and bermuda shorts.