As brands face cooling market sentiments and newfound interest in “small luxuries” in China, this year’s Qixi Valentine’s Day sees more brands opting for nuanced expressions of connection — using the language of film, local cultural references and the daily rituals of love as a way to connect with consumers seeking more intimate and emotionally driven experiences.
Miu Miu grabbed the moment with a campaign that focused on the moments leading up to the festival itself. Photographed by Fan Xin, brand ambassadors Zhao Jinmai and Lexie Liu appear surrounded by vibrant floral scenes, the ads centered on the rituals of giving and receiving flowers. Bouquets are assembled, deliveries are organized and flowers await their recipients, capturing what the brand describes as “the anticipation before the day itself.”
Prada joined forces with two contemporary Chinese cultural icons — the recently named brand ambassadors Transform Project and Chinese actress Zhang Yifan — to create a visual story centered not on romantic love, but on “unspoken connection.”
Zhang Yifan and Transform Project front Prada’s 2026 Qixi campaign.
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Shot against the backdrop of the Chapel of Music in Aranya, a resort town in Hebei Province, the circular geometry of the space informed the concept for the campaign film, where Zhang and the five members of the boy band never share the same scene or physically meet, yet are constantly within each other’s field of vision.
The idol-centric campaign gently alludes to China’s celebrity culture, where trust and camaraderie are formed among fans, while a more distant yet meaningful support system develops between fans and their stars.
Dior, one of the first luxury brands to launch a Qixi campaign more than a decade ago, continues to center the idea of gifting in its pink-adorned series, which is modeled by brand ambassadors Deng Wei and Wang Churan.
The expansive collection, showcased through a four-city pop-up series at major luxury shopping malls, highlights the Dior Heart motif across a dress, a Mitzah scarf, a scrunchie, and two card holders.
For Loewe, romance lies in small human gestures. The Spanish house’s Qixi campaign stars brand ambassador Jiang Qiming in three short films inspired by mime, exploring how affection is expressed through gestures, expressions and companionship.
Saint Laurent, taking a literary approach with “Love Letters, Love Matters,” tapped Chinese actors Song Jia and Chen Zheyuan as well as Chinese supermodel Liu Wen to recite writings from the film legend Bruce Lee, Chinese sociologist Li Yinhe and contemporary poet Xu Peifen, putting emphasis on the romance of the written word.
Gucci’s Qixi campaign was inspired by the campy theatricality of online microdramas, now a billion-dollar business.
Aptly titled “For the Love of Drama,” the campaign, starring brand ambassadors Wen Qi and Song Wei Long, alongside friends of the house Tian Xi Wei and Xiang Han Zhi, unfolds across three mini-episodes titled “The Platform Plot,” “Rainy Day Interlude” and “Until We Meet Again.”
“Throughout these three mini storylines, the house raises the stakes on romantic connection, celebrating love and the larger-than-life characters it turns us into,” Gucci wrote in a press release.
A poster for Gucci’s micro drama series.
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Burberry, taking a similar approach, cast brand ambassadors Zhang Jingyi and Zhang Kangle as two strangers who bond over their love of music at a record store — a chick-flick as old as time.
Chaumet reinterprets the meaning of “we crown each other” with a short film starring brand ambassador Wen Qi, who takes the lead in proposing to her onscreen boyfriend before they exchange rings as equals.
Helping to reframe the traditional romantic gesture, the film was shot by emerging local talents, including director Zhou Jinghao and cinematographer Cheng Ma, and explores love as a mutual choice rather than a one-sided act of devotion.
A still from Chaumet’s Qixi film.
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Balenciaga, working with influencer couple Luo Wei and Li Liling — known for sharing romantic moments via thoughtful photography with their large and loyal fanbase — features versions of “I ‘heart’ U” artwork drawn on one another.
Beyond traditional proclamations of love, Ami Paris’ “Sweetheart” collection leans into the idea of an intimate shared wardrobe, modeled by global brand ambassador Zhou Yiran, and Loro Piana continued to push its plush animals range, this time with the addition of rabbits and pandas.
Love of pets is just as valid a reason to celebrate Qixi, according to Thom Browne. Inspired by Hector, Browne’s dachshund and the muse behind his dog-shaped bags, the collection portrays the brand mascot appearing as pink-hued embroidery across apparel, footwear and small leather goods.
Thom Browne is also partnering with Shanghai’s The Someone animal rescue center to launch an adoption initiative that will run until Sept. 30.