The Qixi festival, often described as China’s version of Valentine’s Day, has become a major date on the fashion calendar.

In the lead-up to the date (this year it falls on Aug 29), luxury brands release limited-edition capsule collections designed to tap into the festival’s themes of love.

What is traditionally a tale of star-crossed lovers has evolved into a lucrative retail season in China and other Asian nations, with global fashion houses reinterpreting their signatures to fit the celebration.

Style-driven dialogue

Sandro’s curated collection in celebration of the 2025 Qixi Festival blends refined French style with a heartfelt tribute to modern romance.

Heart-shaped motifs form the core design language, paired with rouge pink and baby blue to create gender-inclusive Cuban-collar shirts which offer a fresh take on shared wardrobe aesthetics.

The womenswear collection highlights timeless black, white, and beige tones, enriched with denim and suede accents.

Brand ambassadors Wu Lei (right) and Zhang Jingyi find joy in spontaneous moments outdoors. Photo: BurberryFor menswear, classic pieces are reimagined with romantic flair with T-shirts and hoodies adorned with heart-shaped leather patches.

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Chance encounters

Burberry’s Chinese Valentine’s Day campaign starts as all great love stories do: a couple, a meet-cute and unpredictable weather.

Through two charming films, this campaign depicts the unpredictability of everyday life: one following a first date by the sea, the other a chance encounter in a park.

Brand ambassadors Wu Lei and Zhang Jingyi, plus a dog named Thomas, find joy in spontaneous moments outdoors.

The campaign is accompanied by a Chinese Valentine’s Day capsule collection which features a Chinese knot (a time-honoured traditional craft) concept.

It was co-created with professors and students from Donghua University.

This first-ever collaboration between the brand and the university revitalises traditional handicrafts within the context of modern fashion.

It also adds a different kind of fashion brilliance to the romantic traditional festival of Qixi.

Cross-cultural celebration

Maje’s 2025 Qixi Capsule is a romantic tribute to the traditional festival, reimagined through the brand’s signature French lens.

This collection artfully balances the striking contrast of black and pink, brought to life with intricate embroidery and delicate lace.

It embodies a cross-cultural celebration of love that fuses Eastern poetry with Western savoir-faire.

Drawing inspiration from a Provencal countryside picnic, the collection is infused with natural motifs like wildflowers and daisies.

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Enduring bonds

Gucci presents a new campaign in celebration of the festive occasion, capturing the spirit of love, friendship and meaningful connection.

It stars brand ambassadors Wen Qi and Song Wei Long, joined by a close-knit cast of friends, as they journey through open landscapes and city scenes.

Throughout the campaign, they are seen in a selection of new pieces curated for the occasion.

Highlights include GG Emblem silhouettes in fresh seasonal hues, silver jewellery from the Gucci Diamante collection.

This series of emblematic accessories are ideal for gifting moments that speak from the heart.