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Luxury brand Prada marks the Qixi Festival, or Chinese Valentine's Day on Aug 29, with a dedicated collection of women's and men's ready-to-wear and accessories, presented through images and a video retelling the ancient legend.
The Qixi tale centers on a forbidden love between a celestial fairy and a mortal man, condemned to eternal separation by a heavenly river. Once each year, magpies gather to form a bridge, allowing the lovers a fleeting reunion—an image that goes beyond romance to embody the power of connection across time, space, and fate.
In Prada's visual narrative, an ancient myth is reimagined against the backdrop of modern Shanghai. Bridges—with historical depth and symbolic meaning in Chinese urban culture—serve as witnesses to the unfolding story.
A man and a woman, portrayed by brand ambassadors Li Xian and Chen Haoyu, journey through the city, crossing seven of its iconic spanning structures: Zhejiang Road Bridge, Shanxi Road Bridge, Fujian Road Bridge, Wuzhen Road Bridge, Xizang Road Bridge, Waibaidu Bridge, and Yangpu Bridge.
The city mirrors the couple's journey: its shifting lights and shadows form a backdrop where nearness and separation coexist, echoing the rhythm of their paths.
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