Decoding Qixi: The collaboration between Moynat, Tiffany & Co and Proya

August 10, the date of this year's Qixi Festival, is fast approaching and brands are launching promotions, events and collaborations to celebrate the occasion.

The Qixi Festival, also known as the Double Seventh Festival or Chinese Valentine's Day, falls annually on the seventh day of the seventh month of the lunar calendar. The legend behind this day revolves around two lovers who are doomed by misfortune: Zhinhu, a weaver girl and daughter of a powerful goddess, and Niulang, a humble cowherd.

From Moynat Paris' collaboration with one of the mainland's most famous fashion stylists, Lucia Liu, to Tiffany's release of short films with local production company Yitiao (一条) to Proya's invitation to Susan Fang to design a gift box, this week's collaboration highlights romance and marketing creativity.

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Details: Capsule collection, July 25

Social context: Lucia Liu has over 1 million followers on Weibo and 165,800 on Xiaohongshu. So far, #MoynatLuciaLiu has been read 129,600 times on Xiaohongshu.

Verdict:

• Moynat Paris' collaboration with Lucia Liu skilfully uses traditional elements of this romantic occasion, symbols such as the Albizia flower, the butterfly and the bean to represent love and joy.
• At the heart of the collection is the BB Duo bag, which combines playful and whimsical elements with Moynat's famous craftsmanship through prints and embossing. The handmade leather bows from the Parisian atelier demonstrate the brand's commitment to quality and craftsmanship.
• The partnership with Liu, a prominent fashion and media personality, significantly increases the visibility and appeal of the collection. Liu's extensive experience and influence in the fashion industry, particularly through her magazine The Ballroom and collaborations with top models and celebrities naturally attract attention.

Details: Gift Box, July 27

Social context: While #SusanFang has 6.8 million views on Xiaohongshu, the hashtag #Proya, a shared gift box for Chinese Valentine's Day (珀莱雅七夕联名礼盒), has 278,200.

Verdict:

• The “Wandering in the Light of Love” gift box by Susan Fang and Proya captures the romantic spirit of the Qixi Festival and is inspired by the traditional story of love and longing.
• Partnering with a designer known for her ethereal and dreamy aesthetic fits well with Proya's own female-focused positioning. It also adds a touch of luxury and artistic flair to Proya's skincare products, making them more appealing to students and recent graduates seeking playfulness, quality and affordability.
• This strategic partnership is expected to attract the attention of a wider audience, including fashion enthusiasts, thereby expanding Proya's market reach and strengthening its presence in the competitive cosmetics industry.

Details: Short film series “Protecting is the way of love”, July 17

Social context: Tiffany has 253,900 followers on Xiaohongshu and over 3 million on Weibo.

Verdict:

• Each story in the four-part short film series Protecting is the Way of Love highlights the resilience and transformative power of love. The first episode focuses on Li Yeye and Yan Yan, showing how they transformed an abandoned wasteland into a thriving garden through their love and protective actions. This story illustrates how love can create significant personal and environmental change, and shows a tangible expression of devotion and care.
• By integrating these themes into modern stories and incorporating historic brand products, Tiffany & Co. continues to preserve its heritage and combine historical designs with contemporary expressions.
• The series' release on Chinese Valentine's Day connects Tiffany & Co's brand history with culturally significant moments, strengthening audiences' emotional connection. The films explore different dimensions of love – between lovers, friends, family and with oneself – expanding the brand's emotional resonance and relevance. This collaboration not only strengthens Tiffany's market presence, but also deepens the connection with audiences by celebrating love in its many forms.