To accompany the release, Balenciaga has created a set in , , starring digital avatars as models.
Yunnan Province, China's main supplier of flowers, reported robust sales in the run-up to this year's Qixi Festival, or the Chinese Valentine's Day, on Saturday.
By contrast, in 2020, all three of these brands invested heavily in the 520 festival, inviting celebrities and influencers to shoot campaign videos and create capsule editions exclusively for Chinese shoppers.
It is the most romantic festival among all the traditional Chinese festivals with a legend about the two lovers - cowherd and weaver girl.
As one of the biggest sales driving holidays in China, Qixi Festival has become an opportunity for brands to connect with their Chinese customers through different initiatives.
The brand worked with Chinese celebrities Guan Xiaotong, Leo Zhang, Tang Yan and Cecilia Zhang, attracting views on Weibo that tripled its usual fanbase.