6 Luxury V-Day Capsules Young China Loves

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Luxury and fashion may not feel the need to devote much time or resources to Western Valentine’s Day in China, and this thought is partially correct. Juggling between the Chinese New Year and the Winter Olympics in Beijing, Valentine’s Day on February 14 is not the most eye-catching event this season. And with China celebrating three different Valentine’s Days (the other two are 520 Day and Qixi Festival), this V-day is less Chinese than the others.

However, these concerns shouldn’t stop brands from locating V-day capsules and converting them into another sales spike. Chinese millennials born after 1990 and millennials born after 1995 are the country’s most frequent buyers of romantic gifts, according to data from the microcredit app huabei. Always looking for unique gifts to enhance their “sense of ritual (仪式感)” in life, young Chinese consumers are enthusiastic about every possible gifting occasion. Therefore, failing to impress them on Valentine’s Day could become a lost opportunity for brands.

As the most frequent buyers of romantic gifts in China, post-1990 millennials and post-1995 Gen Zs are eager to buy gifts as long as they find the right products to enhance their “sense of ritual” in the relationships.

This year, most big names in luxury see the V-Day capsule as a post-CNY shopping stop for Chinese consumers after the big holiday season. As a result, most have tailored their global V-Day campaigns to China by embedding videos of local celebrities without localizing product offerings or SKUs. In comparison, some C-beauty and K-beauty brands have taken their V-day games to the next level by creating destination products.

Here, we’ve picked out the six most talked about Valentine’s Day capsules in the Chinese fashion community.

Valentino

Valentino’s V-Day strategy is to harness the power of the idol economy in Gen-Z China. As a local variation of the brand’s global Locò bag offering, Valentino launched a WeChat e-commerce campaign featuring INTO1, a popular Chinese-Japanese-Thai boy band. Then, to build an even more “intimate” appeal with this boy band’s huge fanbase, the brand released a mini-movie featuring the 11 members and their experience filming with the Locò bag.

Gucci

The V-Day of the Italian House Love story collection has a quirky charm that gave the love-letter pieces in this capsule a playful feel rather than cheesy, in typical Gucci fashion. In collaboration with Los Angeles-based visual artist Ariana Papademetropoulos, the campaign features origami-shaped handbags as well as wallets, scarves and sneakers bearing the GG Supreme emblem.

In addition to the capsule, the brand’s latest #GucciLinkToLove campaign features Chinese super-idol Xiao Zhan in stackable, gender-neutral jewelry.

Balenciaga

Balenciaga’s V-day capsule, which includes key streetwear pieces like tie-dye shirts, chunky trainers and the brand’s hottest Hourglass bags in revamped pink iterations, is a deliberate nod to the youth culture. A far cry from the hyper-feminine, darling aesthetic that defined V-Day fashion capsules, this Balenciaga drop is a must-have for rebellious Chinese fashionistas.

Loewe

Complex and dreamy, the Loewe Love is in the Air V-day capsule is a red iteration of the brand’s signature anagram print. With a range of bags, bucket hats and leather accessories in coordinating hues for Valentine’s Day, this capsule brings a reassuring answer to fans obsessed with the brand’s cohesive aesthetic.

perfect diary

Inspired by the tradition of love letters, C-beauty brand Perfect Diary has just released a V-Day gift kit in the form of stacked envelopes. In traditional Chinese love culture, showing feelings through a handwritten letter is an important moment of declaration of love. With this kit, gift recipients will go through layers of retro-designed envelopes to unbox the product, as if unfolding love letters from their teenage years.

To make the experience even more heartfelt, Perfect Diary has integrated an interactive feature that allows the sender to record a voice message for the recipient, who can listen by scanning the QR code on the love letter.

3CE

Well aware of Chinese Gen-Z language trends, K-beauty label 3CE launched a V-Day capsule in collaboration with designer toy brand ROBBi. With the rapid rise of the designer collectibles market in China, more and more fashion and beauty consumers saw shopping as a chance to “collect”, which led the brand to sell red at lips with a limited-edition toy and face powder – all wrapped up in a designer-illustrated cover.

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