A five-part series to highlight Loewe’s Qixi collection through love and authenticity
To celebrate the Qixi Festival, Chinese Valentine’s Day, the Spanish luxury house didn’t just drop a predictable pink-and-red capsule. Instead, Loewe crafted a five-part short drama series titled Love at First Swipe. They enlisted renowned Chinese screenwriter Qin Wen to bring the story to life, also naming her the brand’s China cultural consultant. Starring Chen Duling and Chen Zheyuan, the series seamlessly blends Loewe’s creative vision with the heart of the culture it is honoring.
Qin reimagines a traditional Chinese romantic legend through a 21st-century lens. Each episode, just 45 seconds long, takes a hold of your attention and leaves you wanting more—further evoking the sense of love and longing. Qin pulls this inspiration from ancient love poems on Chinese romanticism, quoting, “If love between both sides can last for aye, why need they stay together night and day?”
It’s a refreshing approach, one rarely seen amid today’s over-manufactured marketing. Rather than a disconnected, performative production, Loewe invests in narrative, in talent, and in honoring Qixi’s emotional core: connection.
Integrated with the kind of subtlety only Loewe can pull off, the Qixi collection slips seamlessly into the storyline. Through a meet-cute one could only dream of, love is found, and so is the Loewe Magpie charm. Alongside new pieces from the collection are the house’s signature Puzzle, Flamenco, and Amazona bags.
At the heart of the drop, playing the perfect accomplice to love, are two exclusive Ola bag iterations: one in deep navy smooth calf, the other in silver laminated calf. Both are styled with the Qixi Magpie charm, adding a playful, youthful edge. Rounding out the accessories are a whimsical magpie dice charm and a padlock detail, tokens of love presented in Loewe’s signature understated, effortless, manner.
Released July 24, this collection is available in select stores and online. Centered around genuine care and creativity, this film and the collection within it are a testament to Loewe’s vision and values.
Loewe’s Qixi celebration isn’t just a campaign, it’s a quietly powerful love letter, proving that true luxury lives in the stories we feel, not just the things we carry.
