Photographed by Fan Xin, brand ambassadors Zhao Jinmai and Lexie Liu appear surrounded by vibrant floral scenes, the ads centered on the rituals of giving and receiving flowers. The Spanish house’s Qixi campaign stars brand ambassador Jiang Qiming in three short films inspired by mime, exploring how affection is expressed through gestures, expressions and companionship. Gucci’s Qixi campaign was inspired by the campy theatricality of online microdramas, now a billion-dollar business. A still from Chaumet’s Qixi film. Love of pets is just as valid a reason to celebrate Qixi, according to Thom Browne.