PARCO Taps Shanghai-Based Emerging Director Aj Duan for Autumn 2025 Campaign

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For more than half a century, PARCO has been a significant influencer in Japanese fashion and culture, not just as a major commercial entity, but also due to its creatively visionary and insightful marketing strategies. As it invites people into its sphere once again, PARCO now reveals the newest campaign for the Autumn 2025 season.

To bring this season’s vision to life, PARCO has appointed Aj Duan, an up-and-coming creator from Shanghai, China, as Creative Director. After earning her bachelor’s degree in filmmaking from Kingston University in London, UK, she went on to specialize in documentary production while taking on her master’s degree at the University of Birmingham. Now a director of short films and documentaries, Duan excels at visualizing the delicate interplay between an individual’s inner self and their environment.

She boasts an extensive collection of work featuring visuals for high-end fashion brands such as Hermès and Gucci in her portfolio. Yet, the collaboration with PARCO represents her inaugural creative endeavor with a Japanese firm. The intriguing new campaign is centered around the theme “whispers of identity.” Delving further into this theme, Duan shares her insights on the idea, “The phrase ‘whispers of self’ has always held significance for me. It’s a sound in an unstable condition; it’s challenging to determine when the initial sound originated since it is continually bouncing back, distorting and morphing. The concept ‘echoes of self’ came about during the development of this campaign.

She goes on to say, “I think every one of us is made up of many different voices, a mix of various ‘reflections.’ These are voices from outside, other people’s viewpoints, and our own life experiences, all of which constantly impact and mold how we see ourselves, similar to reflections. In this fast-paced, information-rich era, I wanted to employ the concept of ‘reflections’ to convey our ongoing quest and introspection for that elusive yet definite existence we refer to as the ‘self.’


The theme embodies more than just an echo of sound in the physical realm; it delves into a profound, personal vibration. This perspective is beautifully portrayed against the grandeur of Izu Oshima island. The campaign narrates the journey of two characters immersed in a fast-paced, information-saturated modern world, as they grapple with their identities that are fading away. By reconnecting with nature, they regain their ties to the natural world and self-discovery. The campaign also incorporates sounds often overlooked, encouraging viewers to heighten their senses through visuals and soundscapes.


For your convenience,

On Tuesday, July 22nd, the Autumn 2025 PARCO campaign, overseen by Aj Duan, will commence. As we move forward, the Winter 2025 campaign is planned for unveiling around mid-October. Keep an eye on the PARCO website to stay updated about future events.

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2025-07-23 19:55