Author: Gemma A. Williams

Rooted in a 2,500-year-old legend about two star-crossed lovers, the Qixi Festival drew activations from a broad range of global brands this year, including Gucci, Prada and Louis Vuitton. Now a major date in China’s love-themed shopping calendar, the occasion inspired everything from new product launches and campaign films to e-commerce initiatives and immersive offline experiences. Please sign in to ensure you can read our agenda-setting intelligence, analysis and advice. Or get in touch at support@businessoffashion.com if you experience difficulties.