On August 29, China celebrates Qixi Festival, also known as Chinese Valentine’s Day. Based on the mythic story of the eternal bond between Zhinü, the weaver, and Niulang, the herder, the festival marks the seventh day of the seventh lunar month: the day when these star-crossed lovers were permitted to meet, with a flock of magpies forming a bridge Heaven and Earth. It is a day when couples spend time together, exchanging gifts and expressing their affection. This year, LOEWE’s Qixi Festival collection draws inspiration from the festival’s magical origins. Its launch is accompanied by an ode to romance and enduring love, playing out across the course of a five-part original series starring actress Chen Duling and actor Chen Zheyuan, and a crucial set of LOEWE charms.
Exploring diverse creative expressions is part of LOEWE’s ethos. The brand’s strong conceptual approach allows it to honor traditional craft and art history while simultaneously pushing boundaries through digital innovation. Through cultural references and collaborations and balancing the cerebral with the vibrant and sensuous, LOEWE is able to keep redefining expectations. Inspired by the mini drama format, which attracts dynamic and diverse audiences who have become part of the LOEWE community, this original series, released from August 4, serves as a tribute to Qixi Festival, the traditional Chinese celebration of love. Penned by scriptwriter Qin Wen, who is also LOEWE’s Cultural Consultant in China, the story is a timeless meditation on making deliberate choices, letting go, and trusting fate for future encounters. The drama focuses on an exclusive LOEWE magpie charm created for Chinese Valentine’s Day from the Qixi Festival collection. Actress Chen Duling, who has appeared in The Left Ear, Till the End of the Moon, Mysterious Lotus Casebook, and Fangs of Fortune and actor Chen Zheyuan, best known for his roles in Handsome Siblings and The White Olive Tree, are featured in the original series. Chen Duling keeps leaving her charms behind. Chen Zheyuan keeps finding them. Is it a coincidence? Or is something else drawing them together?
The five 45-second episodes will debut alongside a series of stills and character posters, showcasing the pair in head-to-toe LOEWE looks, paired with the house’s signature Puzzle, Flamenco, and Amazona bags. At the heart of this year’s Qixi Festival celebration is LOEWE’s special collection featuring two exclusive iterations of the Ola bag — one in Deep Navy smooth calf and another in Silver laminated calf, both suspended from distinctive full metal donut chains and adorned with the campaign’s signature magpie charm. For those seeking personalized touches, the magpie charm, magpie dice charm, and padlock charm are available as individual accessories, allowing collectors to customize their pieces with these whimsical festival-inspired details.
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