PARCO's New Campaign Stars Leslie Zhang, Renowned Creative Director on LV Campaigns
Set in 1990’s Shanghai, the film follows two kindred spirits connecting through letters.
PARCO unveiled its campaign for the Spring 2025 season featuring esteemed Creative Director Leslie Zhang. Born in Yangzhou, China in 1992, Leslie Zhang is a photographer with a bold style that blends Chinese tradition and contemporary culture. He has worked on campaigns for prestigious brands such as Louis Vuitton, Prada, Moncler and Giorgio Armani. He has also been recognized by “Forbes 30 Under 30,” list “Dazed 100,” and “New Wave: Creatives” at the 2018 British Fashion Awards, and has been named one of China’s most versatile image makers.
Hypebeast/Parco
Hypebeast/Parco
Hypebeast/Parco
Hypebeast/Parco
This marks the first time a Japanese company has appointed Leslie Zhang as its director. The campaign depicts the story of two similar people who meet through an exchange of letters in 1990’s Shanghai, a place where tradition and innovation converge. The two-minute movie depicts two seasons — Spring and Summer — as the two characters rediscover the “beautiful and happy things in everyday life” that are often forgotten or overlooked in today’s information-crammed, hyperspeed world.
Check out the campaign film for PARCO’s Spring 2025 season below. Additionally, Hypebeast sat down for a mini interview with Leslie Cheung ahead of the launch.
PARCO 2025 Spring – 春叙
The soft sunlight, the lively, swaying of the trees, and the faint scent of the changing season.
The subtle smells of the seasonal shift.
The chirping of birds echoing in the peaceful hours.
When you stop, each of the subtleties around you begin to shine.
Your daily life is so beautiful.
Hypebeast: How did you come up with this story? And what is the overarching theme?
Leslie Cheung: I wanted to re-evaluate the simple forms of love that I grew up with in the 1990’s. Writing letters was a very simple way to express pure feelings. Through this work, I hope to remind people around the world — not just those of my generation born and raised in China — of the delicate feelings and thoughts that we all must have had.
What is the meaning behind the title “春叙” ?
Cheung: The two chapters that make up the story of their first love are each given a Chinese title. “春叙” in the story of Spring depicts the faint feeling of longing and love that quietly wafts through each letter exchanged between a man and a woman.
Have you had any emotionally impactful moments recently?
Cheung: I was very moved when I first saw the two videos of Spring and Summer together with the music for the first time in their entirety. It was more than just the feeling of being the creator; it was as if I, myself, was really living this fantastic moment.
Click here to visit the PARCO official site and to learn more about the Spring 2025 campaign and collection.
