intro

For its 2026 Spring Season visual campaign, the Japanese retail and cultural platform PARCO introduces a poetic concept titled “Let Go, Let In.” The campaign unfolds across a surreal landscape known as the “Mirror of the Sky,” the vast salt lake that transforms the horizon into a reflective infinity when thin layers of water coat its surface. This striking natural stage—often compared to Bolivia’s Uyuni Salt Flats—creates an environment where the boundary between sky and earth dissolves, forming an atmosphere that feels both otherworldly and introspective.

Within this dreamlike setting, PARCO presents a visual narrative about openness, transformation, and the courage required to welcome the unknown. The campaign invites viewers to release old expectations and embrace the possibilities that arrive when one encounters something new. Rather than relying solely on traditional fashion imagery, the project unfolds as a collaborative artistic statement, bringing together an international team of creators across disciplines—visual storytelling, choreography, music, and styling.

At its center, “Let Go, Let In” celebrates the beauty of encounters: moments when individuals, cultures, and ideas intersect in ways that reshape how we see the world.

 

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creative

The campaign’s artistic direction was led by creative director Kin Chan Coedel, whose multidisciplinary practice often blends fashion, contemporary art, and cultural storytelling. For this project, Coedel assembled a team of creatives whose perspectives span continents and artistic traditions.

The visual styling was developed by designer and visual artist Zipeng Li, known for his vibrant and coltish approach to fashion imagery. Li’s styling injects bold character into the visual language of the campaign, creating silhouettes that contrast sharply against the minimalist landscape of the salt lake.

Movement and choreography were crafted by Paul Macgill, whose work explores how the human body communicates emotion through gesture and motion. In the campaign film, dance becomes the narrative catalyst—the physical language through which transformation begins.

The soundscape for the project was composed by Jónsi, the frontman of the Icelandic band Sigur Rós. Jónsi’s ethereal music has long been associated with landscapes and atmospheric storytelling, making his involvement especially fitting for a campaign set within one of the most visually striking environments on Earth.

Together, these creators form a collective that blurs the boundaries between fashion campaign and art film.

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The campaign title, “Let Go, Let In,” functions as both a philosophical prompt and an emotional directive. The phrase suggests a two-step process of transformation: first, the release of expectations, fears, or past identities, and second, the welcoming of new experiences.

In an era defined by rapid cultural change, this concept resonates deeply. Fashion has always served as a mirror for social evolution, and PARCO’s campaign reflects the idea that growth often requires letting go of rigid frameworks.

The mirrored surface of the salt lake reinforces this theme visually. When the sky reflects uniquely on the water’s surface, the viewer cannot easily distinguish between reflection and reality. The landscape becomes a metaphor for openness—an infinite horizon where new perspectives can emerge.

By placing dancers and models within this environment, the campaign portrays transformation not as a sudden event but as an unfolding encounter between individuals and the world around them.

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According to creative director Kin Chan Coedel, the central idea guiding the campaign was the concept of encounter—the moment when one meets something unfamiliar that shifts their perception.

“I wanted the axis of the creative work to revolve around the idea of encountering something,” Coedel explained when discussing the project. To visualize this concept, the team structured the campaign’s narrative around movement and discovery.

The film begins with dance. The choreography introduces an emotional momentum, as bodies move across the reflective landscape in a ritual-like progression. These movements gradually guide the viewer toward an imagined meeting with a mystical figure described as the goddess of the lake.

Rather than depicting this figure as a literal character, the campaign frames her presence as symbolic—an embodiment of nature, transformation, and feminine strength.

Through dance, the narrative becomes an exploration of curiosity and courage. The dancers approach the unknown not with fear but with openness, reflecting the campaign’s message that growth occurs through willingness to engage with unfamiliar experiences.

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One of the defining characteristics of Coedel’s work is the integration of cultural and fashion contexts into visual storytelling. For the PARCO campaign, this approach becomes particularly significant.

The costumes and styling reflect a blend of global fashion influences while maintaining a sense of narrative coherence. Flowing fabrics and sculptural silhouettes move dynamically with the dancers’ bodies, reinforcing the idea that fashion is not static but alive.

Zipeng Li’s styling emphasizes contrast—between softness and structure, tradition and experimentation. The garments interact with the reflective environment, sometimes appearing almost weightless as they ripple across the mirrored landscape.

This interplay between fashion and environment suggests that clothing can function as a bridge between identity and place. Just as the dancers encounter the lake’s goddess, the garments themselves seem to respond to the energy of the landscape.

In this way, fashion becomes more than visual decoration. It becomes a storytelling device that expresses cultural dialogue and transformation.

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Another key theme within the campaign is Coedel’s exploration of nature and perspective. In describing the project, the creative director emphasized that the visual narrative reflects his personal relationship with the natural world.

“My work often incorporates cultural and fashion contexts,” Coedel explained. “For this project, I wanted to depict my own perspective on nature, a non-Western viewpoint, and a strong image of femininity.”

This emphasis on non-Western perspectives is particularly important in contemporary creative discourse. As fashion campaigns increasingly address global audiences, many creators seek to move beyond traditional Western-centric imagery.

The salt lake setting becomes a powerful symbol of this shift. Its immense horizon invites contemplation and humility, reminding viewers that human creativity exists within a much larger natural world.

The campaign’s depiction of a lake goddess further reinforces this connection between spirituality and environment. Rather than presenting nature as something to conquer or control, the imagery portrays it as a source of wisdom and inspiration.

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While the final visuals appear serene and dreamlike, the production process was anything but effortless. Filming in a remote salt lake environment presents numerous logistical challenges, from unpredictable weather to the harshness of the terrain.

Coedel acknowledged these difficulties when reflecting on the experience. The climate and conditions were demanding, yet the team rose to the challenge with remarkable dedication.

“Despite the harsh environment, the models and staff performed beyond expectations,” he noted.

Such conditions often test the limits of creative productions, requiring adaptability and connections among everyone involved. Equipment must be carefully managed to withstand the reflective brightness of the salt surface, while performers navigate uneven terrain and fluctuating temperatures.

Yet these challenges also contributed to the authenticity of the campaign. The environment was not merely a backdrop but an active participant in the creative process.

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Perhaps the most poignant insight from Coedel’s reflection on the project concerns his philosophy of photography itself.

During the shoot, he experienced a realization that resonates deeply with many photographers and filmmakers.

“Beautiful photographs and images are not something we simply take,” he said. “They are something that nature, the weather, and the people we work with give to us.”

This statement highlights the union nature of creative work. While photographers and directors often receive recognition for visual projects, the final image emerges from a network of influences—environmental conditions, teamwork, and moments of spontaneity.

For Coedel, the most memorable aspect of the production was not any single frame captured on camera. Instead, it was the dedication and effort of the entire team.

The experience reinforced the idea that creativity thrives when individuals work collectively toward a shared vision.

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Ultimately, PARCO’s Spring 2026 visual campaign represents more than a seasonal marketing initiative. It functions as an artistic meditation on change, openness, and the power of encounter.

Through the interplay of choreography, music, fashion, and landscape, the campaign invites viewers to reflect on their own relationship with transformation. What must we release in order to welcome new possibilities? What encounters might reshape our understanding of ourselves?

The phrase “Let Go, Let In” becomes both a creative philosophy and a personal invitation.

In a world where uncertainty often dominates cultural discourse, the campaign offers a gentle reminder that growth emerges through curiosity and courage. When individuals open themselves to new experiences, unexpected beauty can appear—just as the sky reveals itself within the mirrored surface of the lake.

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The PARCO 2026 Spring Season Visual stands as a testament to the power of interdisciplinary collaboration and the poetic potential of fashion imagery. By bringing together visionary creatives such as Kin Chan Coedel, Zipeng Li, Paul Macgill, and Jónsi, the campaign transcends the conventions of commercial advertising.

Set within the surreal expanse of the mirror-like salt lake, the visuals create a world where movement, nature, and emotion intertwine. The result is a campaign that feels less like a traditional fashion promotion and more like a cinematic exploration of transformation.

At its core, “Let Go, Let In” celebrates the beauty of encountering the unfamiliar. It reminds us that creativity—and life itself—often begins with the courage to release what we know and welcome what we have yet to discover.

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