Brands return to 520 Chinese Valentine’s Day as spending picks up again – WWD

LONDON – As China Even after the COVID-19 crisis, luxury remains an important source of growth. Luxury companies are striving to develop campaigns around every gift opportunity on the market to sustain this high level of growth.

Originally originated online as an acronym for “I love you” in Chinese, the phrase 520 has gained prominence in popular culture in recent years, and May 20th has become another celebration of the younger generation China So that lovers can express their affection for each other by giving each other gifts.

At the start of the pandemic in China, when both Chinese New Year and Valentine’s Day were canceled due to lockdowns, 520 was elevated to a top priority for brands, including louisvuitton, Gucci And prada.

Since then, the event has become a fixture in brands’ marketing calendar for China a warm-up event for 618, This was created by to compete with Alibaba’s Singles’ Day sale event on November 11th. Today is a nationwide shopping holiday open to all.

Bottega Veneta's 520 campaign

A picture of Bottega Veneta‘s 520 campaign.

Courtesy of Bottega Veneta

This year, some brands went a step further and developed high-impact romance-themed campaigns to attract consumers who are in the mood for love.

Bottega Veneta, for example, enlisted two models to play a couple holding hands watching the sun rise on a mountaintop while showing off limited-edition bags, shoes and accessories that the brand is offering for 520.

Leaf Greener, editor and fashion consultant, called Bottega Veneta’s campaign one of the most nuanced executions she’s seen this year.

“520 means ‘I love you’ in Chinese. It differs from Qixi, China’s other traditional Valentine’s Day based on a fairy tale. Here the focus is more on action, as well as the act of saying “I love you” to each other. So the feeling of love should be expressed with a certain gesture. I guess that’s why the picture is about two people holding hands,” she added.

Soccer player Zhao Lina, short track speed skater Wu Dajing and skateboarder Stephen Khou star in Ami's 520 campaign

The main roles are played by soccer player Zhao Lina, short track speed skater Wu Dajing and skateboarder Stephen Khou Amy‘s 520 campaign.

Courtesy of Amy

Amy, that is Backed by Sequoia Capital ChinaThe brand’s 520 Capsule Collection campaign starred soccer player Zhao Lina, short track speed skater Wu Dajing and skateboarder Stephen Khou, who are considered top sports stars.

The capsule offers a mix of men’s, women’s and unisex pieces in red, such as skirts, shorts, baseball and bucket hats, polo shirts, long and short sleeve t-shirts, denim jackets and hoodies.

Prada's 520 campaign

Prada’s 520 campaign.

Courtesy of Prada

Prada has a clean and subtle 520 campaign featuring models He Zhi and Benji Xu. The focus will be on pieces from the brand’s men’s and women’s Suddenly Summer collections, as well as the mini Galleria bag in a variety of colors, available online only in the 520 period. The blue version is exclusive to online flagship

Balenciaga's 520 campaign

Balenciaga‘s 520 campaign.

Courtesy of Balenciaga

Balenciaga designed a limited edition of items for China for 520. The offer includes t-shirts, hoodies, pierced hats and socks with a specially designed graphic consisting of the letter I and a red heart shape that blurs as if in a vertical movement.

It is accompanied by a campaign photographed by Andrea Artemisio, featuring models posing in nature, and an educational game playable on Balenciaga’s official WeChat account, which allows users to create a farmer avatar dressed with products from the 520 capsule Select who will be tasked with growing virtual crops Regenerative farming techniques.

The brand said these initiatives are in line with Balenciaga’s mission to become environmentally sustainable and coincide with projects supported by the Regenerative Fund for Nature, which was set up with the goal of converting 1 million hectares of farmland and grazing land into regenerative agricultural land convert surfaces.


Valentino‘s 520 campaign puts the spotlight on the Rockstud23 handbag.


For 520, the bag is placed in a flower box filled with roses of a shade similar to PP Pink.

Bags, shoes and jewellery, categories that are easier to sell online, take center stage among the 520 multi-brand activations.

Valentino puts the spotlight on the brand’s Rockstud23 handbag for the occasion, with two models depicting the feeling of falling in love while carrying pieces from the brand’s Pre-Fall 2023 collection.

All Edition 520 items are packaged in a flower box with roses in a similar shade to PP Pink. This service is available in all stores in the Greater China region, as well as online stores on WeChat, Tmall and

Actress Liu Yase stars in Ferragamo's 520 Wanda campaign

Actress Liu Yase stars in Ferragamo’s 520 Wanda campaign.

Courtesy of Ferragamo

Ferragamo celebrated the launch of the 520 Wanda handbag in Shanghai by decking out its storefront with flowers for a party. Designed by creative director Maximilian Davis, the 520 Wanda bag comes in cherry blossom pink, white and gradient green, and comes in mini and supermini sizes.

The brand also invited popular singer Shan Yichun, actor Liu Zheyuan and actress Liu Yase to star in the 520 Wanda campaign, which launched from April 28 across China.


Maison Margiela‘s 520 campaign.

Similar, Maison Margiela celebrates its 520th anniversary with a capsule collection of its Snatched bags in an exclusive bright color palette. A short film and campaign photos starring model Cici Xiang were also released.

Xiao Zhan stars in Gucci's Link to Love campaign

Xiao Zhan stars in the lead role Gucci‘s Link to Love campaign.

Gucciwhich is in a transitional phase, relies on Starpower to increase its presence in the year 520. Brand ambassador Xiao Zhan, known for having an army of dedicated fans who buy anything the star endorses, appears in the fine jewelry Link to Love campaign, which featured 80s-inspired geometric rings, diamonds and green tourmaline necklaces presented.

The brand also offers a selection of 520 products in its WeChat shop and promises same-day delivery in selected cities.


Brand ambassador William Chan stars in Golden Goose’s 520 campaign.

Golden Goose used a similar strategy for 520. In the campaign, brand ambassador William Chan, who is also the face of Chanel, doodles alongside an artist on the brand’s signature sneakers, demonstrating the brand’s playful, do-it-yourself spirit.

Other festivals for Chinese lovers, besides May 20 and the original Valentine’s Day on February 14, include the Lantern Festival, held on the 15th day of the first month of the Chinese calendar; the Shangsi Festival, an ancient festival celebrated on the third day of the third month of the Chinese calendar, and the qixi Festival, the most famous of all on the seventh day of the seventh month of the Chinese calendar.

Qixi dates back to Han Dynasty mythology, which celebrates the tale of the cowherd and the weaver girl, who could only reunite once a year on the Milky Way. Brands return to 520 Chinese Valentine’s Day as spending picks up again – WWD

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