GUCCI re-imagines Qixi with Campaign Shot by Leslie Zhang in Shanghai

To celebrate Qixi Festival (the original Chinese Valentine’s Day) for 2021, Gucci has launched a unique collection named Gucci Les Pommes. We were inspired by the campaign art direction and imagery and are delighted to share and discuss all the details in their storytelling. Photographed by the incredible Leslie Zhang and directed by Zhuzi, the special dedicated campaign, named ‘How We Met’ features a group of characters including singer—member of WayV and SuperM—Lucas and supermodel Xiaowen Ju in Shanghai. The story centers around the gradual coming together of girls and boys in the iconic Chinese city.

Art and Fashion, Current AffairsDeborah Lau-YuJuly 27, 2021gucci, fashion, qixi, celebration, Branding, chinese festival, Photoshoot, leslie zhangComment

DOUGLAS YOUNG: Hong Kong’s Cultural Dreamer & Founder of G.O.D. (Goods of Desire) 楊志超：香港文化夢想家及《住好啲》創辦人

For a world that values culture and tradition far less than materialism and other commodities, one designer has managed to set a foundation for his company by capturing the charming vernacular and local spirit of his city, Hong Kong. Douglas Young, a local celebrity who has appeared on one of Anthony Bourdain’s last episodes of Parts Unknown and lectured at universities in Singapore about his passion for culture, is making a difference in helping this generation remember the unique culture of Hong Kong’s ever-changing identity. Douglas co-founded G.O.D. with Benjamin Lau in 1996, fulfilling a long-term vision to build a Hong Kong brand that is both forward-looking and proud of its cultural origins. G.O.D. retails contemporary furniture, homeware and lifestyle accessories with a contemporary Chinese twist, designed in-house by a multidisciplinary design team led by Douglas.