YSL Qixi‘s Limited Edition

For this year’s Double Seven Festival (Qixi), YSL launched its first custom monogramming service on a limited edition pink hoodie. To promote the customizable hoodie, YSL collaborated with a number of Gen Z celebrities and pushed the campaign across social channels RED, Weibo, WeChat, and Douban. Luxury fashion KOLs such as @CHICCHICCHEEK and @Fil小白published pictures wearing their own customized YSL hoodies. The campaign’s Weibo hashtag #卫爱之名# tracked 210 million views.