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PARCO Unveils Latest Campaign Featuring Leslie Zhang, Creative Director Known for Working on LV Campaigns

BBG News

PARCO recently revealed its Spring 2025 campaign, led by renowned Creative Director Leslie Zhang. Hailing from Yangzhou, China, born in 1992, Leslie Zhang is a visionary photographer who seamlessly combines traditional Chinese aesthetics with modern culture. His impressive portfolio includes campaigns for luxury brands like Louis Vuitton, Prada, Moncler, and Giorgio Armani. Notably, he has been featured on esteemed lists such as “Forbes 30 Under 30,” “Dazed 100,” and was awarded the title of one of China’s most versatile image makers. Furthermore, at the 2018 British Fashion Awards, he was recognized in the “New Wave: Creatives” category.




For the first time ever, a Japanese corporation has chosen Leslie Zhang to serve as its director. The advertisement portrays the tale of two individuals who encounter each other through letter exchanges in 1990s Shanghai, a city where tradition and modernity intersect. A two-minute film is presented, spanning both Spring and Summer seasons, as the characters rediscover the “wonderful and joyous aspects of daily life” that are frequently lost or ignored in our current world filled with excessive information and high speed.

1. Watch the promotional video for PARCO’s Spring 2025 collection that is available below.

2. Prior to the release, TopMob had an exclusive chat with Leslie Cheung to get a sneak peek at what’s in store.

PARCO 2025 Spring – 春叙

The quiet scents of the changing seasons…

The melodious bird songs resonating during tranquil moments…

As you pause, the little details around you come to light…

Your everyday existence, brimming with beauty.

TopMob: How did you come up with this story? And what is the overarching theme?

As a gamer reminiscing about the past: Growing up in the ’90s, I was surrounded by a unique form of love. Back then, nothing beat the simplicity of penning heartfelt letters. I’m creating this work to evoke that nostalgia globally, not just for my peers who shared the same Chinese roots, but for anyone who has experienced those tender feelings and thoughts we all harbored during that time.

What is the meaning behind the title “春叙” ?

In the narrative, each chapter representing the tale of their initial romance is designated a Chinese title. The title “春叙” within the Spring story signifies the subtle sensation of yearning and affection that subtly permeates every correspondence between a male character and a female character.

Have you had any emotionally impactful moments recently?

I was deeply touched the first time I watched the complete videos of Spring and Summer synchronized with music. It felt like so much more than simply being the creator; it seemed as though I was actually experiencing that extraordinary moment in reality.

To explore the official PARCO website and gain insights into their Spring 2025 campaign and collection, simply click on this link.

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2025-02-20 21:26

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