PARCO Unveils Its Spring 2026 Campaign
The campaign features emerging photographer Kin Chan Koedel, with music by Jónsi of Sigur Rós and choreography by Paul McGill — bringing together a lineup of world-class creative talent.
PARCO has unveiled its Spring 2026 advertising campaign, enlisting a cast of creatives to make it shine. Under the theme “Let go, Let in,” the campaign poetically portrays an inner transformation — letting go of values and emotions that are no longer needed and welcoming a renewed sense of self as the seasons change. This introspective journey is expressed through grand, lyrical visuals and choreography.
One of the most striking aspects of the campaign is its globally assembled creative team, bringing together renowned talents from different walks of life. Photographer Kin Chan Coedel serves as Creative Director on the project, who has worked on campaigns for major global brands including Burberry, JIL SANDER and Miu Miu, and who also received the Audience Award at the 38th International Festival of Fashion Photography in Hyères.
Styling is led by Zipeng Li, art director and stylist of W Magazine China, making his first appearance in a Japanese campaign. He is also a member of the BoF 500, a list curated by The Business of Fashion recognizing the 500 most influential figures shaping the global fashion industry. Music for the campaign is composed by Jónsi, frontman of Icelandic post-rock band Sigur Rós, whose ethereal soundscape lends an emotional and atmospheric tone to the entire film. Lastly, Paul McGill, an acclaimed choreographer active in Broadway productions, organized the choreography. His work often expresses the moment of transformation through dance.
The campaign is set at Lake Chaka, often referred to as the “Mirror of the Sky.” Against the surreal landscape where the sky reflects across the surface of the lake, the story unfolds around a symbolic figure known as the Goddess of the Lake. Her shimmering sequined dress mirrors the lake and sky, while a flowing cape spreads in the wind like wings, leaving a lasting impression of an elegant, divine presence.
Reflecting on the project, Coedel explains, “The moment you encounter something new is also the moment you let go of what you already know and allow new information or fragments of a new self to enter.” He also notes that the narrative structure — beginning with dance and leading to an encounter with the lake goddess — represents the idea that every encounter serves as a gateway to change, merging his personal view of nature, a non-Western perspective and a strong vision of femininity.
Typography, another key visual element of the campaign, is elevated by hand-drawn lettering courtesy of Lisa Rahman Studio. Inspired by the texture of the salt lake and the clarity of its blue hues, the lettering was developed through an experimental process using ink, acrylic paint, salt, glitter and water. The result is an organic, analog fluctuation that cannot be replicated digitally, creating a resonant dialogue between typography and photography.
The phrase “Let go, Let in” does not suggest denial or loss, but rather the act of pausing before change and creating inner space. Through the encounter with the lake goddess, expressive movement through dance and the interplay of music and landscape, PARCO quietly illustrates that letting go and welcoming in are not separate acts, but part of a single, continuous process.
The campaign film and visuals can be viewed on the special campaign website or via PARCO’s official YouTube channel.
