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.