PARCO: The Japanese Brand That’s Redefining Style and Culture
For over 50 years, PARCO has been a powerhouse in the world of Japanese style and culture. Not only is it a major commercial institution, but it’s also known for its innovative and thought-provoking campaigns. And now, as we enter the Autumn 2025 season, PARCO is back with its latest campaign that’s sure to captivate audiences.
Aj Duan: The Creative Mind Behind PARCO’s Autumn 2025 Campaign
Leading the charge for this season’s vision is none other than Aj Duan, a rising star from Shanghai, China. With a degree in filmmaking from Kingston University in London and a master’s in documentary production from the University of Birmingham, Duan is a force to be reckoned with. Her expertise lies in capturing the delicate balance between an individual’s inner self and their surroundings, making her the perfect fit for PARCO’s campaign.
The Theme: “Echoes of Self”
The theme of PARCO’s latest campaign is “echoes of self,” a concept that Duan explains as being deeply personal to her. “The word ‘echoes’ has always resonated with me,” she says. “It’s a sound in a state of uncertainty, constantly reflecting, distorting, and transforming. The phrase ‘echoes of self’ emerged as I was creating this campaign.” Duan goes on to explain that our sense of self is made up of various voices and experiences, much like echoes, and in today’s fast-paced world, it’s important to take a step back and contemplate our true selves.
A Visual Journey Through Izu Oshima Island
To bring this theme to life, the campaign was shot on the breathtaking Izu Oshima island. The visuals depict two individuals struggling to find their true selves in a society that’s constantly bombarding them with information and speed. Through their connection with nature, they rediscover their bond with the natural world and with themselves. The campaign also incorporates subtle sounds that we may not typically notice, inviting the audience to sharpen their senses and fully immerse themselves in the experience.
What’s Next for PARCO?
The Autumn 2025 campaign, directed by Aj Duan, will launch on Tuesday, July 22nd. And for those who can’t get enough, the Winter 2025 campaign is set to be released in mid-October. Keep an eye on the PARCO website for all the latest updates and releases.
