Parco has released its 2025 Summer season advertisement, appointing Leslie Zhang as creative director, following on from its 2025 Spring advertisement.
Courtesy of PARCO
Leslie Zhang has worked on campaigns for a variety of brands, including Louis Vuitton, Prada, Moncler, and Giorgio Armani, and has also been named to the Forbes 30 Under 30, Dazed 100, and the 2018 British Fashion Awards' New Wave: Creatives (100 of the most notable creators in the fashion industry). Set in 1990s Shanghai, where tradition and modernity collide, this new ad tells the story of two people with similar backgrounds who meet through the simple exchange of letters.
Courtesy of PARCO
In today's world of confusing information, we tend to forget or overlook the beauty, happiness, and joy found in our everyday lives. Throughout the two seasons of Spring and Summer, this ad depicts the blessings of everyday life that we want to rediscover.
Courtesy of PARCO
The SPRING movie, released in January, serves as a prologue, depicting the exchange of letters between the two characters, while the SUMMER movie, which is the second part, concludes the story by depicting their first meeting, completing one story through both SPRING and SUMMER.
SPRING/Courtesy of PARCO
【Concept】
PARCO 2025 Spring&Summer – Spring Story / Summer Encounter
Soft sunlight and the swaying of lively trees.
The faint scent of the changing seasons.
The chirping of birds echoing through tranquil moments.
When you stop to take a moment,
each and every one of the subtleties that surround you will begin to shine.
Your everyday life is so beautiful.
Courtesy of PARCO
Courtesy of PARCO
Leslie Zhang
Photographer born in Yangzhou, China in 1992. His bold style is known for fusing Chinese tradition with contemporary culture that transcends genres. He has worked on campaigns for brands such as Byredo, Chanel, Christian Dior, Giorgio Armani, Louis Vuitton, Maison Margiela, Moncler, Prada, and Thom Browne. He co-founded the creative studio FuFu with producer Adam Cheng, and works in a wide range of fields including photography, video, and creative direction. He has been featured on various lists, including BoF 500, British Fashion Awards New Wave: Creatives, Dazed 100, and Forbes 30 Under 30 Asia, and is recognized as one of China's most versatile image-makers.
Courtesy of PARCOLeslie Zhang has worked on campaigns for a variety of brands, including Louis Vuitton, Prada, Moncler, and Giorgio Armani, and has also been named to the Forbes 30 Under 30, Dazed 100, and the 2018 British Fashion Awards' New Wave: Creatives (100 of the most notable creators in the fashion industry). Set in 1990s Shanghai, where tradition and modernity collide, this new ad tells the story of two people with similar backgrounds who meet through the simple exchange of letters.
Courtesy of PARCOIn today's world of confusing information, we tend to forget or overlook the beauty, happiness, and joy found in our everyday lives. Throughout the two seasons of Spring and Summer, this ad depicts the blessings of everyday life that we want to rediscover.
Courtesy of PARCOThe SPRING movie, released in January, serves as a prologue, depicting the exchange of letters between the two characters, while the SUMMER movie, which is the second part, concludes the story by depicting their first meeting, completing one story through both SPRING and SUMMER.
SPRING/Courtesy of PARCO【Concept】
PARCO 2025 Spring&Summer – Spring Story / Summer Encounter
Soft sunlight and the swaying of lively trees.
The faint scent of the changing seasons.
The chirping of birds echoing through tranquil moments.
When you stop to take a moment,
each and every one of the subtleties that surround you will begin to shine.
Your everyday life is so beautiful.
Courtesy of PARCOCourtesy of PARCOLeslie Zhang
Photographer born in Yangzhou, China in 1992. His bold style is known for fusing Chinese tradition with contemporary culture that transcends genres. He has worked on campaigns for brands such as Byredo, Chanel, Christian Dior, Giorgio Armani, Louis Vuitton, Maison Margiela, Moncler, Prada, and Thom Browne. He co-founded the creative studio FuFu with producer Adam Cheng, and works in a wide range of fields including photography, video, and creative direction. He has been featured on various lists, including BoF 500, British Fashion Awards New Wave: Creatives, Dazed 100, and Forbes 30 Under 30 Asia, and is recognized as one of China's most versatile image-makers.
