SPRING

CONCEPT

PARCO 2025 Spring – Spring

Soft sunlight and sparkling of lively trees.
The faint smell of the depressed season carries.
The birds singing in a calm time.

If you stop
Each one of the subtleties that overflow around us shines.

Your daily life is very beautiful.

CREATIVE DIRECTOR

LeslieZhang

Leslie Cheung

A photographer born in Yangchow, China in 1992. It is characterized by a bold style that combines Chinese tradition and contemporary culture that transcends genres. To date, he has been campaigning for brands such as Byredo, Chanel, Christian Dior, Giorgio Armani, Louis Vuitton, Maison Margiela, Moncler, Prada, Thom Browne. He co-founded creative studio "Fufu" with producer Adam Chen, and is active in a wide range of fields such as photography, video, and creative direction. He is recognized as one of China's most versatile image manufacturers, including the BoF 500, the British Fashion Awards New Wave: Creatives, Dazed100, and Forbes 30 Under 30 Asia.

INTERVIEW

How was this story born? Also, what did you think about this story?

I wanted to reconsider the simple form of love in the 1990s when I grew up. Writing letters was a very simple way to express pure thoughts. Through this work, I hope that not only people of my generation who were born and raised in China, but also people all over the world can recall the delicate feelings and feelings that everyone would have had.

Please tell us your thoughts and meanings in the titles "Spring" and "Summer Day".

Each of the two chapters that make up the story of the original love are given Chinese titles. The spring story "Spring" depicts a faint longing and love that floats quietly in a sentence of letters exchanged between men and women.

Do you have any favorite scenes?

This is a scene in which a girl writes a love letter toward the desk in a spring story. At the time of the 1990s, I think every household in China had such a scene. I feel that this is a "shared memory" for people of the same generation as me. I also think that the act of writing letters itself reminds us of the most innocent feelings that have been buried deep into our hearts.

Have you ever felt delicate emotions and excitement recently?

After the shooting and editing, I was very impressed when I saw the two images of spring and summer together with music for the first time. It was just a moment when I was beyond the feeling that I was a creator and felt as if I had really lived this fantastic moment.

Finally, could you tell us your impressions of this campaign?

The process of making this work was very pleasant. I think the comfort was supported by the utmost respect from the Parco team and the production crew, and the free creative environment. Through this work, I hope that the audience will feel the comfort.

Creative Director & Photographer: Leslie Zhang / Director: Leslie Zhang & Vanon Li / Executive Producer: Adam Chen / Director of Photography: Vanon Li / Producer: Nico Cao, Echo Yuan, Jiahui Gu / Set Designer: Shujie Chai, Lorraine Li / Photography Assistant: Jiabin Shen, You Wu, Zining Liao / Assistant Set Designer: Jim Huang, Zhenxin Lin, Haoxuan Zhao / Stylist: Avivi Wang / Stylist Assistant: Ruo Ying / Make-up Artist: Zhan En / Make-up Assistant: Dao / Hairstylist: Bin Zhao / Hair Assistant: Chen Chen / Assistant Director: Wei Hang / 1st AC: Lei Xu / Camera Assistant: Gang Chen / Camera Loader: Lei Xu / Gaffer: Shang He / Best Boys: Yongbo Zhang, Pengfei Zhang, Yongfei Zhang, Yanling He, Shunzi, Chunhui Zhang / DIT: Liang / Runner: KK Runner / Editor: Samantha Lu / Colorist: MZ / Composer & Sound Engineer: Linfeng Li / Sound Mixer: Fruit Lee / Graphic Designer: Jiahui Gu, Tong Zhang / Retoucher: Anyan / Production: FUFU / Produced by PARCO , RCKT/Rocket Company*
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