Soluble poly[(2,5‐dihexyloxy‐1,4‐phenylene vinylene)‐alt‐(2,5‐diphenyl‐1,4‐phenylene vinylene)] (DPO‐PPV) with a majority of cis‐vinylenes (>87%) has been synthesized by the Wittig reaction. A series of DPO‐PPV derivatives with different contents of cis‐olefins from approximately 0.05% to 87% was successfully prepared using the photoisomerization technique. On the basis of 1H NMR, Fourier transform IR (FTIR), ultraviolet (UV), and photoluminescence (PL) spectroscopy, as well as fluorescence quantum efficiency measurements, the effect of cis‐olefins on the optical properties of the polymer in solution and in film was systemically studied. The results indicate that with a cis‐configuration above 75%, the luminescence of DPO‐PPV is decayed due to cis‐trans isomerization with rotational motions of the double bonds; however, the luminescence is dramatically improved on increasing of the trans‐configuration.magnified image