PARCO’s Summer 2026 Campaign Transports Us to the Desert
Featuring a short film creative directed by photographer Kin Chan Coedel, shot in Jinsha Bay.
PARCO has unveiled its latest campaign for the upcoming summer season. Positioned as a sequel to its Spring 2026 campaign, this initiative’s theme, “Let go, Let in,” shifts the setting from a lake to a sand-filled mirage, unfolding a brand-new story under the desert sun.
For this campaign, Paris and Shanghai-based photographer Kin Chan Coedel was appointed as the creative director. Styling was handled by Zipeng Li, art director and stylist for W Magazine China and BoF500. Music was another added element that brought the desert directly to viewers, and it was composed by Jónsi, frontman of Sigur Rós. Lastly, choreography was lead by Paul McGill, a seasoned Broadway choreographer.
With the desert of Jinsha Bay in Qinghai Province, China as its backdrop, the story follows the encounter with the “Lake Goddess” depicted in the brand’s previous film. The new short film portrays an encounter with the “Mother of the Earth.” She’s personified in grand fashion, clad in a divine red dress — a costume originally designed by Lee. The hand-dyed silk fabric creates a beautiful contrast against the sandy landscape, as well as the scene of children and animals gathering around her amidst vast dunes. These contrasts evoke a sense of connection on a scale that transcends the individual, bolstering the campaign’s theme. The concept of “Let go, Let in” is a throughline of the entire film, expressing the cycle of relinquishing and acceptance.
“An encounter is also a moment when you let go of what you know and embrace something new,” Koedel says of the film. While the spring footage begins with dance and leads to the “Goddess of the Lake,” the summer footage depicts an opposite scenario, thus developing the same theme from different environments and perspectives. Through both fashion and cultural lenses, she portrays her perspective of nature, non-Western beliefs and strong female figures.
You can watch the full campaign film on parco.jp and PARCO’s official YouTube channel.
