What is Qi Xi Festival and how luxury brands are embracing the event
This Thursday (4 August) happens to be Qi Xi Festival – one of the Chinese traditional festivals most commonly referred to as Chinese Valentine's Day – which takes place on month seven, day seven of the Chinese lunar calendar. The festival is based on a romantic folklore about a weaver goddess and an ox herder, originating from the Han dynasty.
Let's rewind back to the story, where Zhi Nu, a goddess who was known for her weaving skills, decided to enter the mortal world and stumbled upon a cow herder by the name of Niu Lang. The duo fell in love and started a family together, but when Zhi Nu's mother, the queen mother of heaven, found out about their marriage, she grew mad and snatched Zhi Nu back to the heavens.
On May 20, 2015, the Qi Xi Festival was added to the National Intangible Cultural Heritage list by the State Council of China. In some rural parts of China, you may even most likely find these traditional customs practised, such as speedily threading a needle under the moonlight; worshipping the weaver fairy with fruits and food offerings; and picking up wildflowers to place on the horns of the ox to honour the legendary cow-god.
In today's modern times, people celebrate the Qi Xi Festival by giving flowers, gifts and chocolates instead of following traditional customs.
Many fashion brands have been jumping on the bandwagon of embracing the Chinese Valentine's Day by offering shoppers limited-edition drops, thus commercialising the romantic festival in hopes of increasing consumer spending within the luxury industry.
Most brands have also chosen to roll out their marketing campaigns just this month, take for example Kate Spade, where the jacquard bag also an iteration of the Qi Xi heart embroidery. Luxury cashmere brand Loro Piana is celebrating the festival with a LoveBeat Pop Up store at Ion Orchard, Level 1 Atrium from 26 July to 10 August 2022, where fans can take their pick from a line of clothing and accessories in a new colour palette of a pale blush pink and rose red.
Shop these Chinese Valentine's Day-inspired list now.
Kate Spade all-over floral-jacquard shoulder bag
Acne Studios Leather-trimmed printed coated cotton-blend twill tote
Valentino Garavani VLogo crossbody bag
Michael Michael Kors monogram-print satchel bag
L'afshar Ida degradé mini bag
Gucci + Bananya printed cotton-jersey sweatshirt
Aldo Women's Laisbyyx Crossbody Bag
Steve Madden Dignify Croco Top Handle Bag
Celine Small Classic Bag In Box Calfskin (take 25% off purchases above S$500, use the code CVD25)
Kenzo logo-print tote bag
