Alfred Adler, the father of individual psychology, once noted: "If one has enough courage, one can choose practical and correct methods to make oneself better." He also said that courage is not a gift that can be bestowed, but more often comes from "the choice of this moment."
This Qixi Festival, BVLGARI releases a creative campaign film themed "Declare Love Now," a vivid interpretation of this psychological logic in the context of love. Through the nuanced performance of brand ambassador Zhang Linghe, the film conveys the attitude of "love now, express bravely," encouraging people to accumulate the courage to change themselves through every expression. At the same time, the brand presents a curated Qixi gift selection specially for Chinese consumers, echoing the multiple definitions of "love" through a diverse product range.
It is worth noting that Bvlgari's focus on the theme of "courage" is not confined to the romantic context of Qixi. In early August this year, the brand launched the program "Bvlgari Talks: Conversations with Pioneers of the Era," in which elites from various industries share real experiences—expanding boundaries, chasing oneself, transforming adversity, shifting mindset, and sustained accumulation—extending the courage to "express love" to the pioneering spirit of constantly surpassing oneself and taking active control of one's life.
For luxury brands deeply invested in the Chinese market, Qixi is a special marketing moment that combines traditional cultural heritage with contemporary romantic spirit, and its importance is growing by the day. But more challenges follow: How can luxury brands tell the Qixi story in a fresh way? What role should brands play in the Qixi narrative?
Especially today, young consumers who grew up in an era of highly transparent information are more keenly attuned to authentic and immediate emotions, and are more willing to express their feelings proactively and firmly at the moment they feel them.
Through a series of moves—the creative campaign film, the product lineup, and the livestreamed conversation—Bvlgari tells consumers on one hand: courage need not wait for perfection, and love need not wait for tomorrow—now is the best time to declare love; on the other hand, it signals to the industry: at romantic moments, luxury brands should shift from "emotional instructors" to "advocates of emotional expression."
"Declare Love Now": Every Moment Is a Chance to Express Bravely
This year's Bvlgari Qixi creative campaign film, themed "Declare Love Now," does not engage in grand discussions of the meaning of love as in traditional narratives, nor does it feature dreamy or idealized storybook scenes. The entire film does not explicitly proclaim "love"; instead, it turns its lens on tiny moments—arranging a call in the living room at home, casual teasing, exchanging glances in the car, walking hand in hand, taking photos to remember the moment—allowing affection to spill naturally from the crevices of real life through Zhang Linghe's nuanced performance.
But "authenticity" is only the surface of this film; the deeper message Bvlgari hopes to convey is hidden in the two words "this moment"—no need to wait until tomorrow to meet, no need to hide love at important moments, press the shutter immediately on scenes worth remembering... Every frame of the film conveys the same attitude: love need not wait for a special holiday to be spoken; in every moment when love is felt, one can express it bravely and rush toward it bravely.
Above: Bvlgari B.zero1 series necklace, Bvlgari B.zero1 series Qixi special edition necklace
This "no waiting" attitude resonates deeply with the psychology of today's young consumers. A June report by international consulting firm Accenture, "Certainty: How Gen Z in China Is Reshaping Consumption," points out that Gen Z clearly allocates resources into two parallel "accounts" of needs, one of which is for immediate, perceptible emotional returns.
While conveying its brand proposition to consumers, Bvlgari also hopes this film will prompt the industry to start thinking: at an important marketing moment like Qixi, what role should luxury brands really play?
Bvlgari's answer: brands should shift from "emotional instructors" to "advocates of emotional expression." Since 2024, Bvlgari has made "Declare Love Now" the narrative core of Qixi for three consecutive years, deepening its interpretation of this theme year by year—from initially focusing on "confiding the sweetness of this moment" to now elevating "this moment" into a life attitude that requires no waiting. And this emphasis on "this moment" is not exclusive to Qixi; it runs like a golden thread through the brand's narrative: in September 2025, Bvlgari presented new watch creations under the title "This Moment, Step into the Art of Time"; at the end of the year, it launched the holiday season at Bvlgari Hotels in Beijing and Shanghai under the theme "Celebrate This Moment."
At the same time, the interpretation of "courage" permeates the brand's multi-dimensional expression. Around this year's 520, Bvlgari partnered with Jolin Tsai on the creative campaign film "Dare to Love, Dare to Be Me," conveying a spirit of bravery, fearlessness, and breakthrough; on the product side, the brand's iconic B.zero1 collection is itself synonymous with boundless and fearless spirit, and this Qixi it breaks convention with a pavé pink sapphire version, having previously launched a "gold and steel" material for the first time, continuously expanding its own boundaries.
Above: Bvlgari B.zero1 series "Gold and Steel" ring
It is precisely on the basis of its sustained cultivation of "this moment" and "courage" that Bvlgari has completed a shift in narrative perspective: this Qixi, the brand no longer tells consumers "what love should look like," but turns its lens on a series of relatable everyday slices, returning both the power to define and the power to express to each individual. This investment not only stirred genuine emotional resonance on social platforms—on Weibo, the hashtag #Zhang Linghe Bvlgari Qixi Campaign Film# has garnered over 6.2 million views—but also allowed the brand narrative to accumulate deeper cultural richness through repeated sedimentation, thereby gaining a vitality that transcends holiday marketing and lasts over a longer cycle.
"Breakthrough": Turning Emotional Expression into the Power of Personal Growth
When Bvlgari becomes an advocate of the emotional expression of "this moment" and "courage," a deeper question emerges: Where does courage come from? Why do people need courage?
One of the core ideas of Adlerian individual psychology is that courage is not a static ability that one either has or lacks; it can be cultivated through repeated action and ultimately integrated into an individual's lifestyle.
From this perspective, the "Declare Love Now" advocated by Bvlgari may seem like a small choice in emotional life, but in fact it is encouraging people to seize every opportunity to practice "courage" in daily life through proactive expression. Through long-term accumulation, courage will inevitably be internalized as a driving force for personal growth.
Above: Bvlgari Serpenti Cuoricino series handbag
Following this thread, Bvlgari looks beyond the Qixi narrative and, around "courage" and "breakthrough," plans a livestreamed program on its official video channel, Bvlgari Talks: Conversations with Pioneers of the Era, inviting elites from various industries to share their understanding of "breakthrough."
For brand ambassador and actor Zhang Linghe, the essence of "breakthrough" is the courage to expand one's boundaries and incorporate more styles and states into oneself.
For singer Liu Lian, "breakthrough" is the improvement and catching up that follows each moment of self-doubt; dancer Xie Xin believes "breakthrough" is the process from difficulty to joy, one that can give oneself more strength; musician An Yu says "breakthrough" is a momentary shift in mindset, moving from self-denial to daring to try when facing challenges; and comedian Zhang Jun believes "breakthrough" requires repeating the same thing day after day until qualitative change is possible.
In Bvlgari Talks: Conversations with Pioneers of the Era, from left to right: host Li Jing, comedian Zhang Jun, singer Liu Lian
They also use their own vivid examples to sum up the meaning of "breakthrough" for personal growth: it can enrich an individual's vitality and inner life, and it can also continuously elevate one's abilities.
If the "Declare Love Now" Qixi creative campaign film captures moments of courage in romantic relationships, then this conversation uses concrete individuals to show how "courage" is practiced repeatedly through proactive choices, ultimately inspiring personal growth at the moment of "breakthrough." Though the perspectives differ, the message the brand conveys remains the same: whether it is proactively declaring love in daily life or making choices on the broader journey of life, Bvlgari always stands in the position of "advocate"—not defining the answer, only offering encouragement, hoping people move toward something better with every attempt.
In Bvlgari Talks: Conversations with Pioneers of the Era, from left to right: host Li Jing, musician An Yu, dancer Xie Xin
Products as Medium: Making Spiritual Value Tangible
While building its content narrative, Bvlgari simultaneously curates products from different collections, giving spiritual value a place to reside in the physical world. It is worth noting that what Bvlgari offers is not a "Qixi must-buy list," but a set of emotional carriers to choose from—each product corresponds to a way of expressing love, and consumers choose the one that best fits their feelings of "this moment," returning the power of expressing love to each individual.
For example: the B.zero1 series Qixi special edition necklace and the "Gold and Steel" series are dedicated to those fearless souls who refuse to be limited; the Divas' Dream series necklace is more like a silent footnote on women's confidence and strength; the Serpenti Viper series bracelet and the Serpenti Cuoricino handbag tell a narrative of guardianship and transformation.
Above: Bvlgari Divas' Dream series necklace
Above: Bvlgari Serpenti Viper series bracelet
The Octo Finissimo series and BVLGARI BVLGARI series watches extend the certainty of "this moment" into enduring companionship across the dimension of time; while the Qixi special edition fragrance gift box, through the intimate memory of scent, makes love linger longer.
Above: Bvlgari Octo Finissimo series watch, BVLGARI BVLGARI series watch
Above: Bvlgari Eau Parfumée collection
Conclusion
In the first half of 2026 just past, Bvlgari delivered a standout report card—LVMH Group named Bvlgari's outstanding performance in its financial results, noting that the brand's revenue achieved mid-teens growth in the second quarter.
Behind these impressive results is Bvlgari's long-accumulated cultural capital, especially its deep insight into the emotions of Chinese consumers. From the Qixi creative campaign film to the diverse product matrix, the brand once again builds an authentic narrative about "courage" at this romantic moment; and the subsequent pioneering conversation livestream extends this theme from emotional expression to broader life choices. Together they form the brand's complete response to "courage," precisely reaching the younger generation's desire for authenticity, certainty, and immediate emotional value.
Qixi will pass, but the courage of "this moment" can happen countless times—perhaps this is the echo Bvlgari most hopes to leave behind this holiday.
| Image source: Provided by Bvlgari
| Editor: Luxe.Co
