Do luxury brands embrace this Kiwi Eleven?

This Thursday coincides with the Chinese Tanabata Festival – also often referred to as the traditional Chinese Valentine’s Day – which takes place on the seventh day of the seventh month of the Chinese lunar calendar. The festival has its roots in the folklore of romantic love between the Weaving Maiden and the Cowherd during the Han Dynasty in Chinese history.
It is worth mentioning that on May 20, 2015, the Tanabata Festival was included in China’s national list of intangible cultural heritage. In some rural areas of China, you can find many traditional customs, such as quickly threading threads under the moonlight; making offerings to the weaving maiden with fruits and food; and picking various wild flowers to put on the horns of the ox to honor the legendary ox god. Nowadays, people no longer follow those traditional customs in life, but celebrate Tanabata by giving flowers, gifts and chocolates. Many fashion brands have also caught on to the Chinese Valentine’s Day trend, offering shoppers a variety of limited edition items, thus making the romantic holiday more commercialized to increase awareness in the luxury industry.
Of course most brands are also already launching various marketing campaigns this month, such as Kate Spade’s jacquard bag which is also an iteration of the heart embroidery for Tanabata. There’s also luxury cashmere brand Loro Piana, which will celebrate this traditional Valentine’s Day in China with a LoveBeat flash store at Level 1 Atrium in Ion Orchard from July 27 to August 12, 2022, where consumers can pick their favorite new colorways of pale pink and rose red from a range of clothing and accessories. There are many special offers going on.

Kate Spade Through-the-Body Floral Jacquard Shoulder Bag