In 1987, when we were studying graphic design in Paris, the Parco advertising campaigns were, for us, strong landmarks in the graphic design landscape. Those graphic art pieces helped the two of us strengthen our belief that both art and commerce could nourish each other to create contemporary culture.
In 2014, we were approached by the Parco Corporation to revive the name of this brand. We took this assignment very seriously as we felt an urgency to prove that it was possible in our present time to reinterpret the spirit that was displayed in the glorious era of this brand.
Parco was built as a forward-thinking retail concept within the world of fashion. It needed to be promoted by the same forward-thinking approach in its communication strategies. In that progressive context, only adventurous images beyond a viewer’s expectation could sustain that creative flow.
We made a strong creative decision that we needed to build our proposals throughout a complete year, to eventually create a seasonal rendezvous. Fashion is about a sophisticated articulation between a time frame or capsule and its inhabitants; we turned this matter of fact into a visual statement by commissioning internationally acclaimed fashion photographers to produce the images we wanted.
For the project Parco Lily FW14, SS15, we invited Viviane Sassen as a photographer and model Lily McMenamy as a performer to contribute with their eyes, brains and hearts. This creative strategy brings a more polyphonic texture to the image. It becomes a sum of personal expressions, an articulation of points of view that we, as “conductors”, are turning into a visual symphony.