Photo credit: Gucci, Marni, Miu Miu, Piaget
Luxury brands launched over 1,000 limited editions in time for Chinese Valentine’s Day on Alibaba Group’s Tmall, celebrating romantic love in style.
Many of the items are limited editions worldwide and customized for the Chinese market ahead of Chinese Valentine’s Day, which falls on Aug. 22 this year and memorializes the star-crossed love between a cowherd and weaver girl enshrined in Chinese mythology.
Also known as the Qixi Festival, many shoppers take it as an opportunity to show their love with wearable tokens of affection.
“International luxury brands have long embraced traditional Chinese celebrations, like the Qixi Festival, to communicate with Chinese consumers,” said Janet Wang, who heads Alibaba’s flagship luxury platform Tmall Luxury Pavilion.
Each year, brands meet this demand with limited edition runs of new and classic designs, from the padded sheep-leather bags of Parisian designer Saint Laurent’s Calypso collection to a special version of Vacheron Constantin’s Overseas watch.
And lovers won’t be heartbroken because a token of love did not arrive on time.
From Aug. 15 to Aug. 22, orders placed at the Tmall flagship store of Italian couturier Gucci before 11:00 am will enjoy same-day express delivery service in Shanghai, Hangzhou and most parts of Suzhou.
To add a personal touch to gifts, Tmall Luxury Pavilion has also launched a service for lovers to send a customized 3D card with their gift.
“Brands can transform Chinese consumers into loyal store fans and members with frequent and in-depth digital interaction during such seasonal campaigns,” said Wang.
CLICK THROUGH FOR SLIDESHOW: Balenciaga’s bow-encrusted Hourglass bag in pink (left), and Gucci’s Diana handbag in an exclusive print for 2023’s Qixi Festival. Photo credit: Balenciaga, Gucci
T-strap heels from Gucci’s Qixi Festival 2023 collection (left), and Christian Louboutin’s I Love Adolon sneakers with a red heart. Photo credit: Gucci, Christian Louboutin
A diamond necklace from Boucheron’s Quatre Red line (inner), and a diamond and carnelian necklace from Piaget. Photo credit: Boucheron, Piaget
Color of Love
In China, red represents happiness and vitality, and shades of the color featured prominently in many brands’ Qixi collections this year.
Gucci incorporated pink and red into its vintage t-strap pumps while French designer Christian Louboutin, known for its red-soled high-heeled shoes, released a limited run of flat shoes and sneakers with a ruby-toned heart logo embellished in crystals.
Spanish fashion house Balenciaga marked Qixi released a limited-edition hourglass bag available in a pink reminiscent of “Barbie, The Movie”, and the structured Diana bamboo mini bag from Italy’s Gucci was reimagined in vibrant rose prints.
Meanwhile, in the hard-luxury jewelry category, France’s Boucheron launched a pendant in its Quatre Red collection and Piaget released diamond necklaces, some featuring an orange-red carnelian stone.
Swiss watchmaker and jeweler Chopard also launched a new model in its Happy Sport collection, the first to combine diamonds with a stainless-steel case and available exclusively on the Alibaba platform with a run of 25 pieces.
