EASTERN PROMISES

While limited-edition pendants crafted by master jade carvers headline Loewe’s Jade Collection, fashion has not been left out with new Flamenco Purse Mini bags reflecting the hues of ancient jade carvings.

In June 2018, I attended Bottega Veneta's Autumn/Winter 2018 press presentation in Shanghai, where the Milanese maison unveiled a special China-exclusive capsule for Chinese Valentine's Day, otherwise known as Qixi. That Bottega Veneta would create a collection specially for the occasion, the first of its kind for the brand, spoke volumes.

It goes without saying that Chinese shoppers' voracious appetite for luxury goods was a motivation. But the move also recognised the growing importance of Qixi as a significant event that global brands cannot afford to miss out on, or simply try to cash in on with thoughtless compilations of red-coloured products. The same year recorded a jump in the number of luxury labels - including Louis Vuitton, Burberry and Givenchy - putting Qixi-dedicated merchandise forward.

DARE TO DEVIATE

The Qixi festival celebrates the ancient love story of a cowherd and a weaver girl who could only meet once a year, on the seventh day of the seventh month on the Chinese lunisolar calendar, which usually falls in August of the Gregorian calendar.

With Qixi being an event unique to China, getting a piece of the pie means fashion houses have to set aside time and effort to produce focused collections.

Previously, it was not uncommon for brands to simply put together a gift guide for Valentine's Day with red or pink offerings plucked from existing retail stocks. And with Chinese New Year usually falling around the same time, many brands would present capsule collections that they hoped could cover both events. After all, the aforementioned festive hues of reds and pinks can be used to convey auspicious symbolism besides love and affection.