PARCO Unveils Its 2026 Fall/Winter Campaign, "NOSTALGIC FUTURE"

PARCO, which not only operates fashion buildings in Japan but also promotes cutting-edge culture through venues such as theaters, cinemas, and live music halls, has unveiled its advertising campaign for the Fall/Winter 2026 season built around the concept of “NOSTALGIC FUTURE.”

Serving as creative director is Christophe Brunnquell, one of Europe’s foremost creatives, who spent 15 years as the founding art director of Purple, the storied independent French fashion magazine. At the heart of the “NOSTALGIC FUTURE” concept is LE COEUR JAPONAIS (The Japanese Heart), a book published in 1927 by Brunnquell’s great-grandfather, the philosopher and writer Félicien Challaye. Written after Challaye’s travels through Japan, the book reflects his fascination with the spirituality and virtues of the Japanese people. Its enduring portrait of the Japanese spirit, along with its ideas connecting West and East, memory and future, forms the creative foundation of this campaign nearly a hundred years later.

The campaign is set within a Western-style mansion on the outskirts of Paris. Casting both Eastern and Western models, and framing them amid scattered books, sculptures that carry a sense of history, and antique furniture, the visuals fuse elements drawn from the past with staging that looks toward the future, constructing a world that belongs to no single era. The result is imagery in which distinct timelines appear to intersect within a single frame. Equally striking is the way the passage of time is expressed through color, shifting from autumnal looks centered on ecru and navy toward winter looks defined by deep reds and magentas.

Speaking about the project, Brunnquell commented, “I believe the future is always built from memories, traditions, and stories that existed before us.” He described nostalgia not as a simple act of looking back, but as “a creative force for imagining the future,” explaining that he built the campaign by weaving together his own roots and his respect for Japanese culture.

Taking a single book written nearly 100 years ago as its point of departure, PARCO’s 2026 Fall/Winter campaign, “NOSTALGIC FUTURE,” presents a worldview that moves fluidly across past and future, West and East. Additional videos and visuals are available on the special campaign website and PARCO’s official YouTube channel.