Following the SPRING Campaign, a New Work Featuring Kin Chan Coedel as Creative Director is Here! PARCO 2026 SUMMER Season Advertisement Released!

Parco Co., Ltd. (Headquarters: Shibuya-ku, Tokyo) has released its 2026 SUMMER season advertisement.

The SUMMER edition, appearing as a sequel to the SPRING edition where one encounters the Goddess of the Lake, is set in a scorching desert. By depicting a journey to meet the 'Mother of the Earth' adorned in a divine red dress, it expresses the joy of transforming into a new self by not fearing change and taking a courageous step forward, all with 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 'Mother of the Earth' with her majestic presence evokes a global family reunion. Kin's 'beautiful imagery that no one has ever seen,' created without the use of AI or CG, conveys a message important for our current era.

Following the SPRING edition, Kin Chan Coedel (Kin Chan Coedel), a rising photographer and creative director active worldwide, was appointed as creative director. Zipeng Li (Zipeng Li), who serves as art director and stylist for W Magazine China, was appointed as stylist for the first time in Japan. The music was handled by Jonsi (Jonsi), frontman/vocalist of Iceland's representative rock band Sigur Rós, and Paul McGill (Paul McGill), who has appeared in and choreographed numerous Broadway productions, was appointed as choreographer. Top creators from various countries around the world gathered for this project.

[PARCO 2026 SUMMER Season Special Website]

https://parco.jp/style/

[2026 SUMMER Advertisement: Movie FULL (1 minute)・SHORT (15 seconds)]

In addition to the season advertisement special website, you can also view it from the YouTube link below.

Youtube: https://youtu.be/uqdgkcI7ohI

[2026 SUMMER Advertisement: Main Visual]

[2026 SUMMER Advertisement: Other Cuts]

[Concept]

Let go, Let in

By letting go, space is created, and by letting in, a new self grows.

When seasons change, the heart mysteriously begins to move too.

There are times when things we've cherished suddenly feel heavy.

It is precisely at such times that we should 'Let go'.

Gather your courage and try letting go.

By gently letting go, the wind begins to blow through your heart.

And open the door to the new things that wind brings.

'Let in' — prepare to welcome a 'new self' you never knew existed.

Changing is not scary.

Rather, we gently stand by you as you take a step forward, feeling happy that you can change.

Let go, Let in

It is a magical phrase for you, who continues to change flexibly.

[Costume]

Costume production by stylist Zipeng Li (Zipeng Li)

Original costumes were created to match the story image of 'Let go, Let in' depicted this time.

The costumes were dyed with silk fabric to match the image of each character. The hand-dyed texture creates a gradient that blends into the magnificent nature. Although leather was considered, lighter fabrics were chosen to emphasize the summer image. There was a desire to elevate the 'Mother of the Earth' by more than 2 meters in the desert, so a large red mantle exceeding 2 meters was created to completely cover her. As a result, the elegant presence of the red mantle created a contrast with the desert landscape, greatly contributing to the image of a transcendent Mother of the Earth.

[Creative Director Kin Chan Coedel Interview]

—How was this story born?

Also, what thoughts did you put into this story?

From the beginning, I wanted to create stories for spring and summer, with the concept of 'encountering' something as the creative core. The moment of encountering something new – it is also the moment when you let go of what you know and accept new information or a new facet of your personality. Centering on this idea, I first began to construct the 'moment of encounter'.

The spring video began with a dance, which led to an encounter with the 'Goddess of the Lake', and the summer video depicts a journey to meet the 'Mother of the Earth' in the desert.

My work often blends cultural and fashion contexts and narratives, and for this campaign, I wanted to incorporate my own view of nature, a non-Western perspective, and a strong female image. These are themes I always cherish. This time, by placing the 'Mother of the Earth' as the protagonist, other characters and elements gather, and by encountering her, the story branches out.

—Please tell us your thoughts on being involved in this campaign.

Under the tagline 'Let go, Let in', I challenged new expressions in fashion campaigns. We evolved from an initial representational approach to a more abstract expression of the energy of 'letting go and letting in'.

What was special about working with Parco was the complete freedom to create costumes, regardless of fashion photography. In collaboration with Zipeng, we attempted to express body movement with completely custom-made costumes.

During filming, there were many difficulties such as cold, altitude sickness, and limited time, but the entire team overcame them through their efforts. In the midst of all the difficulties, constraints, and unexpected events that can occur during filming, what do you let go of, what do you not let go of, and what do you hold onto? Through this project, I let go of what I couldn't control and accepted trusting new people. As a result, what nature and people gave me became the essence of this campaign.

[Typography]

Hand-drawn lettering by Lisa Rahman Studio

Typography inspired by Kin Chan Coedel's photographic works was developed by hand. In this work, we explored the process of creating a new writing system, referencing fictional ancient scripts often seen in sci-fi movies. We researched literature dating back to the 1800s, drawing inspiration from various languages such as Egyptian and Sanskrit, to develop new typography. The campaign words 'let go, let in' were expressed in an 'ancient scripture' style.

In the production, the characteristics of old typefaces were incorporated through hand-drawing, and the effect of black ink bleeding into red expressed a visual connection. Furthermore, gold leaf was used as decoration to express richness. This work aims to draw viewers into the world of the artwork by reinterpreting old visual language expressions in a modern way and exploring new expressions that match the worldview.

[Creator Profile]

Creative Director・Photographer

Kin Chan Coedel (Kin Chan Coedel)

A photographer from the Canadian Pacific Northwest, currently based in Paris and Shanghai. Her work is characterized by themes that cross the boundaries of culture and fashion, focusing on strong women, ethnic minorities, and ancient traditions. Her series 'DyalThak' won the Audience Award (prix du public) at the 38th Hyeres International Festival of Fashion and Photography. To date, she has worked on campaigns for various global brands such as Burberry, JIL SANDER, and MIUMIU, expanding her activities across genres worldwide.

https://www.instagram.com/kinbykin/

Stylist: Zipeng Li (Zipeng Li)

A multi-talented creator who plays multiple roles in the fashion industry as an art director, stylist, and visual artist.

Since 2024, he has served as art director and stylist for W Magazine China, and in 2025, he was selected for 'BoF 500' (500 people shaping the global fashion industry selected by Business of Fashion).

https://www.instagram.com/zipengli

Music: Jonsi (Jonsi)

Frontman/vocalist of Iceland's representative post-rock band, Sigur Rós.

His haunting falsetto voice is described as 'the voice of an angel,' and he has core fans worldwide.

https://www.instagram.com/iamjonsi/

Choreographer: Paul McGill (Paul McGill)

An international director and choreographer from Pittsburgh, Pennsylvania.

Active worldwide in Broadway, London's National Theatre, and the Edinburgh Fringe, he works on stage, film, and television productions. He has received numerous performing arts and entertainment awards, including the Astaire Award and NAACP Image Award.

https://www.instagram.com/paul_mcgill_/