For over five decades, PARCO has been a cornerstone of Japanese fashion and cultural expression, celebrated for its imaginative and insightful brand initiatives. Continuing this legacy, PARCO has just launched its highly anticipated Autumn 2025 campaign, inviting audiences to immerse themselves in its distinctive universe.

To bring this seasonal narrative to fruition, PARCO collaborated with Aj Duan, an emerging talent from Shanghai, China, who took on the role of Creative Director. Duan, whose academic journey includes a filmmaking degree from Kingston University and a Master's in documentary production from the University of Birmingham, possesses a unique ability to capture the delicate balance between an individual's inner world and their surroundings. Her impressive portfolio boasts collaborations with prestigious fashion houses like Hermès and Gucci, though this project marks her inaugural venture with a Japanese company. The campaign's central theme, “echoes of self,” deeply resonates with Duan. She elaborates, stating that 'echoes' symbolize an unpredictable sound, constantly morphing and reflecting, making its origin elusive. This concept underscores how external influences, differing viewpoints, and personal experiences continuously mold our self-perception, much like reverberating echoes. In an era defined by rapid change and overwhelming information, Duan sought to convey through this imagery a contemplative quest for that elusive yet undeniable essence of self.

The campaign beautifully translates this worldview through the dramatic landscapes of Izu Oshima island. It portrays two individuals navigating a modern society saturated with information and accelerating rhythms, as they confront aspects of themselves they risk losing. Through their renewed engagement with the natural world, they begin to forge a stronger connection with both nature and their own identities. The visual and auditory elements of the campaign are meticulously designed to highlight subtle sounds often overlooked, prompting viewers to heighten their senses and engage more deeply with their environment. The Autumn 2025 campaign by PARCO, under Aj Duan's direction, officially launched on Tuesday, July 22nd, with the Winter 2025 campaign slated for a mid-October release. Stay tuned to the PARCO official website for further updates.

This campaign masterfully blends artistic vision with a profound message, reminding us of the importance of introspection and reconnecting with our authentic selves amidst the noise of contemporary life. It inspires us to pause, listen to the subtle echoes within and around us, and embrace the ongoing journey of self-discovery and harmony with the world, encouraging a positive and reflective outlook on personal growth and our place in the broader environment.