Chanel Coco Crush Qixi 2023 Ad Campaign

Review of Chanel Coco Crush Jewelry 2023 Ad Campaign by Photographer Tim Elkaïm with Talent Liu Wen and Jing Boran

Chanel celebrates romance with a new campaign for its Coco Crush jewelry collection timed to anticipate Qixi, the Chinese festival of love. The campaign was shot by photographer Tim Elkaïm.

Sometimes described as the traditional Chinese equivalent of Valentine’s Day, Qixi is a festival that celebrates romantic love derived from the tale of lovers Zhinü and Niulang, a weaver and a cowherd, respectively, from Chinese mythology. Each year it falls on the seventh day of the seventh lunar month.

Starring supermodel Liu Wen and singer and actor Jing Boran, the campaign takes shape as elegant and minimal studio portraiture that lets the giftable preciousness of the jewelry collection shine through. Styled in all black looks, the stars exude attitudes of grace, poise, and subtle romanticism as they pose both individually and together.

While the campaign doesn’t really dig into the mythical and romantic spirit of Qixi itself, it is a smart and elegant play to a huge market at a time when hearts – and wallets – are open.