PARCO has announced a collaboration with Leslie Zhang to launch a Spring 2025 styling feature. Leslie Zhang, a photographer from Yangzhou, China, born in 1992, is known for his bold style that seamlessly blends traditional Chinese culture with modern elements. He has shot for high-fashion brands like Louis Vuitton, Prada, and Moncler, earning accolades such as being named in Forbes' 30 Under 30 and winning the British Fashion Awards' "New Wave: Creatives" in 2018.
This time, PARCO has invited Zhang Jia-Cheng as the creative director for the first time, with a video weaving together the traditions and modernity of 1990s Shanghai, telling the story of two like-minded protagonists who connect through letters. The two-minute video now released serves as the prologue to the story, while the conclusion will be revealed in the second part of the film coming this summer. This narrative depicts how the protagonists rediscover the beauty of everyday life that has been overlooked in our fast-paced, information-saturated society during the swiftly changing spring and summer.
In the PARCO Spring Styling Project 2025 "Spring Narrative", soft sunlight and a gentle breeze dance between the trees, as the changing seasons bring a subtle fragrance. The songs of birds echo in the tranquil moments, instantly making one feel the glow emanating from the delicate details surrounding everyday life.
In a conversation with creative director Zhang Jiacheng, he shared the concept behind the story: he aims to evoke modern people's memories and appreciation of past emotions by presenting the simple feelings of the '90s. He expressed that writing letters is a pure form of expression that allows people to touch those thoughts and feelings buried deep within.
He further explained the significance of the title "Spring Dialogue," which tells a story of subtle longing and affection expressed between men and women through letters. Recently, after completing the spring and summer films and experiencing the full appreciation of the process for the first time, Zhang Jiacheng felt a deep emotional impact. This not only reflects his sentiments as a creator but also makes him feel like he has returned to those wonderful moments.
