MAR 11, 2021
In China’s marketing calendar, the white-hot Valentine’s Days (in addition to Feb.14, there’s also the two local ones of Qixi is the seventh day of the seventh month on the lunar calendar August 14 this year and 520 on May 20) remain a battlefield for luxury brands. So some have concentrated their efforts on the rather overlooked White Day, which takes place on Mar. 14. Originated in Japan in the 1980s, it’s a day for people usually women to reciprocate the gifts they receive a month earlier.
For this year’s White Day, British luxury menswear brand Dunhill worked with Chinese top influencer Mr. Bags on a special edition of its Lock bag that debuted during its fall 2020 runway show, in a gradient blue ink colorway. “The lock and key indicates the meaning ‘lock love, open heart,” stated Tao Liang, aka Mr. Bags, in his WeChat post on Feb. 26. “If a girl decides to give this bag to a guy, it will help step up his fash