Following the SPRING Campaign, a New Release Featuring Kin Chan Coedel as Creative Director! PARCO Unveils 2026 SUMMER Season Ad!
PARCO has unveiled its 2026 SUMMER season advertisement under the theme 'Let go, Let in'. Directed by Kin Chan Coedel and shot in a Tibetan desert without the use of AI or CG, the ad portrays a majestic 'Earth Mother' to express the joy of embracing change.
📋 Article Processing Timeline
- 📰 Published: April 14, 2026 at 20:00
- 🔍 Collected: April 14, 2026 at 11:31
- 🤖 AI Analyzed: April 19, 2026 at 18:56 (127h 25m after Collected)
PARCO Co., Ltd. (Headquarters: Shibuya-ku, Tokyo) has released its 2026 SUMMER season advertisement.
Appearing as a sequel to the SPRING edition where one meets the Goddess of the Lake, the SUMMER edition is set in a scorching desert. By depicting a journey to meet the "Earth Mother" draped in a divine red dress, it expresses the joy of transforming into a new self without fearing change, taking a courageous step forward alongside the keyword "Let go, Let in."
The setting is the beautiful desert of "Jinshawan" in Haiyan County, Haibei Tibetan Autonomous Prefecture. The sight of children and animals gathering around the majestic "Earth Mother" evokes a global family encounter. The "beautiful visuals no one has ever seen," created by Kin without any AI or CG, send a message that we want to cherish in today's era.
Following the SPRING edition, Kin Chan Coedel, a globally active and up-and-coming photographer and creative director, was appointed as the creative director. Zipeng Li, art director and stylist for W Magazine China, was appointed as the stylist for the first time in Japan. The music was composed by Jonsi, the frontman/vocalist of Iceland's leading rock band Sigur Rós, and Paul McGill, who has appeared in and choreographed numerous Broadway productions, was appointed as the choreographer. Highly sensitive top creators from all over the world gathered.
[PARCO 2026 SUMMER Season Special Site]
https://parco.jp/style/
[2026 SUMMER Ad: Movie FULL (1 min) / SHORT (15 sec)]
In addition to the season ad special site, it can also be viewed from the YouTube link below.
Youtube: https://youtu.be/uqdgkcI7ohI
[2026 SUMMER Ad: Main Visual]
[2026 SUMMER Ad: Other Cuts]
[Concept]
Let go, Let in.
By letting go, space is created, and by letting in, a new me grows.
When the seasons change, strangely, the heart also starts to move.
There are times when the things we have cherished so far suddenly feel heavy.
That is exactly the time to "Let go".
Pluck up the courage and try letting go.
By gently letting go, the wind begins to blow through your heart.
And then, open the door to the new things that wind brings.
"Let in" - Let's prepare to welcome the "me-ness" we didn't know yet.
Changing is not scary.
Rather, we will gently stay close to you as you take that step forward, making you feel glad that you can change.
Let go, Let in.
That is a magic word for you who continue to change flexibly.
[Costumes]
Costume production by stylist Zipeng Li.
Original costumes were produced to match the story image of "Let go, Let in" depicted this time.
The costumes are made of silk fabric dyed to match the image of each character. The hand-dyed texture creates a gradation that blends into the majestic nature.
There was also a leather proposal, but to strengthen the summer image, it was designed with lighter fabrics. There was a request to elevate the "Earth Mother" by more than 2 meters in the desert, so a large red cloak that completely covers the over 2-meter "Earth Mother" was produced. As a result, the graceful presence of the red cloak created a contrast with the desert scenery, greatly contributing to the image of a transcendental Earth Mother figure.
[Creative Director Kin Chan Coedel Interview]
- How was this story born?
And what thoughts did you put into this story?
As the core of the creative, I have always wanted to create a story for spring and summer, respectively, based on the concept of "encountering" something. The moment of encountering something new - that is the moment when you let go of what you know and accept a piece of new information or a new personality.
Appearing as a sequel to the SPRING edition where one meets the Goddess of the Lake, the SUMMER edition is set in a scorching desert. By depicting a journey to meet the "Earth Mother" draped in a divine red dress, it expresses the joy of transforming into a new self without fearing change, taking a courageous step forward alongside the keyword "Let go, Let in."
The setting is the beautiful desert of "Jinshawan" in Haiyan County, Haibei Tibetan Autonomous Prefecture. The sight of children and animals gathering around the majestic "Earth Mother" evokes a global family encounter. The "beautiful visuals no one has ever seen," created by Kin without any AI or CG, send a message that we want to cherish in today's era.
Following the SPRING edition, Kin Chan Coedel, a globally active and up-and-coming photographer and creative director, was appointed as the creative director. Zipeng Li, art director and stylist for W Magazine China, was appointed as the stylist for the first time in Japan. The music was composed by Jonsi, the frontman/vocalist of Iceland's leading rock band Sigur Rós, and Paul McGill, who has appeared in and choreographed numerous Broadway productions, was appointed as the choreographer. Highly sensitive top creators from all over the world gathered.
[PARCO 2026 SUMMER Season Special Site]
https://parco.jp/style/
[2026 SUMMER Ad: Movie FULL (1 min) / SHORT (15 sec)]
In addition to the season ad special site, it can also be viewed from the YouTube link below.
Youtube: https://youtu.be/uqdgkcI7ohI
[2026 SUMMER Ad: Main Visual]
[2026 SUMMER Ad: Other Cuts]
[Concept]
Let go, Let in.
By letting go, space is created, and by letting in, a new me grows.
When the seasons change, strangely, the heart also starts to move.
There are times when the things we have cherished so far suddenly feel heavy.
That is exactly the time to "Let go".
Pluck up the courage and try letting go.
By gently letting go, the wind begins to blow through your heart.
And then, open the door to the new things that wind brings.
"Let in" - Let's prepare to welcome the "me-ness" we didn't know yet.
Changing is not scary.
Rather, we will gently stay close to you as you take that step forward, making you feel glad that you can change.
Let go, Let in.
That is a magic word for you who continue to change flexibly.
[Costumes]
Costume production by stylist Zipeng Li.
Original costumes were produced to match the story image of "Let go, Let in" depicted this time.
The costumes are made of silk fabric dyed to match the image of each character. The hand-dyed texture creates a gradation that blends into the majestic nature.
There was also a leather proposal, but to strengthen the summer image, it was designed with lighter fabrics. There was a request to elevate the "Earth Mother" by more than 2 meters in the desert, so a large red cloak that completely covers the over 2-meter "Earth Mother" was produced. As a result, the graceful presence of the red cloak created a contrast with the desert scenery, greatly contributing to the image of a transcendental Earth Mother figure.
[Creative Director Kin Chan Coedel Interview]
- How was this story born?
And what thoughts did you put into this story?
As the core of the creative, I have always wanted to create a story for spring and summer, respectively, based on the concept of "encountering" something. The moment of encountering something new - that is the moment when you let go of what you know and accept a piece of new information or a new personality.