纸短情长 - Love Letters, Love Matters

Presenting Saint Laurent’s QIXI (Chinese Valentine's Day) Campaign.

Inspired by the precious archives of love letters from modern Chinese cultural icons, we bring those affections, once sealed by time, back into the present, interpreting through Saint Laurent's singular aesthetic language, how love is expressed, and how it is kept. It all begins with the love letter, a vessel of emotion that transcends its era.

Seven Letters, Three Interpretations

The project gathers seven cherished love letters from Bruce Lee, Li Yinhe, Xu Peifen, and others. Song Jia, Liu Wen, and Chen Zheyuan, three celebrities from China, each brings three letters to life, giving voice to the love flowing through their words.

Through these words that cross generations, a bygone emotional world gently opens, an Eastern restraint and subtlety that echoes the quiet longings of the present.

A quiet apartment at dawn;

A hotel room softened by afternoon light;

A night drive where thoughts wander.

Between the lines,

love crosses time and space

to become an eternal bond.

Love Letters, Love Matters