GUCCI re-imagines Qixi with Campaign Shot by Leslie Zhang in Shanghai
Written by Deborah Lau-Yu
Images provided by Gucci, photographed by Leslie Zhang
Globally, brands in all spaces have been focussing a part of their marketing attention to major Chinese festivals worldwide. In the last decade especially, we have seen an increased interest to innovate for Lunar New Year and Mid-Autumn Festival (which is coming up!) One occasion that is sandwiched in the middle of summer was traditionally overlooked, but for a few years now has piqued the interest of campaign creators: Qixi. Known as the original Valentine’s Day (there are other unofficial but also popular occasions such as White Valentine’s Day, North American Valentine’s Day and the 520), Qixi is deeply rooted in cultural folklore from thousands of years ago. The heart of the matter is an inspirational love story, brought to life through our generation of contemporary storytelling. In a commercialized market, how can content creators honour the tradition while connecting and engaging audiences in a relevant way? We look forward to seeing other campaigns unfold, and for creatives to go a deeper when leaning in on culture.
Gif Source: gucci offical
Photographed by the incredible Leslie Zhang and directed by Zhuzi, the special dedicated campaign, named ‘How We Met’ features a group of characters including singer—member of WayV and SuperM—Lucas and supermodel Xiaowen Ju in Shanghai. The story centers around the gradual coming together of girls and boys in the iconic Chinese city.
Each character is shown to be swiftly walking, effortlessly in their own worlds as one would — with headphones on, bags in hand. With the pandemic life preventing us from traveling, we get a much-desired tour with beautiful glimpses of Shanghai’s cityscape of lights and urban spirit.
The video is uniquely presented in a split screen format, which makes for an interesting and unusual visual experience when it comes to a short fashion film (perhaps a nod to our now-tuned eyes to multiple screens on virtual calls!)
In the two screens, which are directly kissing in the centre, each character is shown on one side of the two screens — the music and pacing is lovely, as it just appears that each character is going about their own day, lost in their own thoughts. As the camera zooms out and the background becomes smaller, the frames turn out to show that they are actually in the same place. The two characters walk past each other, crossing paths, but they continue unknowingly. Then there is a moment just before the moment is finished, they share a lookback and lock eyes. The beginning of a love story begins. We can all relate to these moments, which are very plainly captivating.
The music selection and overall mood is exquisite to pair with the rhythmic strolls in the iconic Asian city. It’s tastefully put together and makes us feel like we’re right there, placing us where we met someone for the first time. It also keeps us wanting to see more. Brilliantly directed.
THE FASHION
A few notes on the fashion itself. The collection is also fun, summery and adaptable. Women’s ready-to-wear includes a number of denim pieces including shorts, a skirt, jacket, shirt, and slim and flared jeans. The styles are distinguished by the new apple-and-heart print in various incarnations, sometimes combines with Gucci logos of curse, or over the GG monogram which is consistent with all their collections, or as a single patch which is refreshing!
The motif can also be found on men’s ready-to-wear, comprising a red lightweight blouson in duchesse fabric with ‘Loved’ embroidered on the front, bowling sets both in silk and oxford fabric, and a blouson with all-over GG motif alongside a denim shirt.
These pieces are accompanied by a selection of accessories: shoes, handbags, luggage, card cases, wallets, a baseball cap, bucket hat and more that feature either the apple-heart or GG motif combined with the dedicated Gucci Les Pommes pattern. In summary, a light-hearted and fun moment for love in the summer.
THE PHOTOGRAPHER LESLIE ZHANG
“Leslie Zhang is a Shanghai-based photographer known internationally for his romantic portrayal of Chinese culture and poetic representation of daily objects. Zhang, who studied fashion and film editing, has photographed for the Chinese editions of Harper's Bazaar, Grazia, Vogue, ELLE and T Magazine. Last year, Zhang was selected for the BoF 500, a list of the 500 most influential designers, models and professionals selected by The Business of Fashion magazine who are shaping the global fashion industry.” — Forbes.
About the writer, Deborah Lau-Yu
Deborah Lau-Yu is the Editor-in-Chief of Fête Chinoise Platform and the Creative Director of PALETTERA Inc. She is passionate about visual culture and design, the arts, and the Chinese Canadian diaspora.
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