PARCO Employing a French creative unit, they launched advertisements reminiscent of bygone days.

 

PARCO has appointed the French design team "M/M (Paris)" for its annual seasonal campaign starting this fall. Based in Paris, this creative unit was founded in 1992 by Michael Amzalag and Matthias Augustiniak. Since then, they have been active across multiple fields including fashion, art, music, and design, captivating audiences with their iconic and influential designs and art. In Japan, they have won the Tokyo TDC Award (Typography Directors Club) three times. They also collaborate with renowned fashion brands, create album artwork and music videos for famous artists, and handle art direction for magazines.

MM Paris	Mr. Sassen	Mr. McMenamy

 

The photographer for the advertising work "Lily, from Solstice to Solstice" is Viviane Sassen, with Lily McMenamy as the model. It was shot on the coast of the Netherlands. The interplay between Lily and the face-shaped object placed on the seashore, along with the Golden Head—a symbol of beauty—expresses the continuity of a year's time and the concept of following the changing seasons, visually conveying the enduring nature of fashion with impact. Through its advertising, PARCO emphasizes the importance of experiencing the seasons and the beauty of fashion. "Lily, from Solstice to Solstice" conveys the meaning: "Now, to the other side, beyond."

M.M. Paris commented, "PARCO's advertisements were works of art I admired since my student days. I was greatly influenced by their numerous memorable advertising expressions."

The company prepared two types of posters for the 2014 Autumn/Winter season, displayed inside and outside Parco stores nationwide. A TV commercial began airing on September 17th. The 2015 Spring/Summer campaign is scheduled to launch in mid-January next year. Parco's advertising, which has influenced overseas creators, is once again gaining significant attention.

The campaign site ( www.parco.jp/style/ ) features the posters, an interview with MM Paris, and the TV commercial video.

YouTube commercial video: http://www.youtube.com/watch?v=uIQ8Nxg14sk