The 2025 PARCO SPRING season ad campaign has been unveiled.
For the first time, PARCO has appointed Chinese photographer Leslie Zhang, a native of Yangzhou, as its creative director. Born in 1992, Leslie Zhang has worked on campaigns for major brands such as Louis Vuitton, PRADA, Moncler, and GIORGIO ARMANI. He has also garnered recognition through accolades like Forbes 30 Under 30 and Dazed100, solidifying his status as a rising creative talent.
The campaign is set in 1990s Shanghai, a city where tradition and modernity coexist. It tells the story of two kindred spirits who connect through the simple act of exchanging letters. The SPRING film, titled Spring Narratives (春叙), serves as a prologue, while the SUMMER film, Summer Encounters (夏遇), set for release in mid-April, reveals the conclusion of their story. Together, these films celebrate the rediscovery of everyday moments in an era overwhelmed by information.
Alongside the campaign launch, additional visuals and an interview with Leslie Zhang have also been released.




[Creative Director Leslie Zhang Interview]
—How did this story come to life, and what sentiments did you pour into it?
I wanted to revisit the simple form of love that existed during the 1990s when I was growing up. Writing letters was such a pure and straightforward way to express one’s feelings. Through this work, I hope to evoke the delicate emotions and sentiments that many of us have experienced—not just among those from my generation who were born and raised in China, but among people all over the world.
—What meaning or thoughts are behind the title Spring Narratives (春叙)?
The story of these two young lovers is told in two chapters, each titled in Chinese. For the spring chapter, Spring Narratives (春叙), I aimed to capture the faint longing and romantic feelings quietly lingering in every line of their letters.
—Have you recently experienced a moment of delicate emotion or inspiration?
When I finished filming and editing and watched both the spring and summer films together with the music for the first time, I was deeply moved. It was an experience that went beyond the sense of being the creator—it felt as if I were truly living within those magical, dreamlike moments myself.

[Concept]
PARCO 2025 Spring – Spring Narratives (春叙)

Soft sunlight and the gentle sway of vibrant trees.
The faint scent carried by the changing seasons.
The chirping of birds resonating in peaceful moments.
When you pause,
each subtle detail around you begins to shine.
Your everyday life is truly beautiful. 🌸