PARCO’s “SPECIAL IN YOU” campaign celebrates its 10th-Anniversary this year and expresses the incubation ethos of the brand. To commemorate this milestone, PARCO unveiled the project, featuring a new virtual talent, VTuber Suisei Hoshimachi from “hololive”. The campaign’s commercial features the new single “AWAKE” by Suisei Hoshimachi, which was originally released on November 15.
Since the establishment of Ikebukuro PARCO in 1969, “PARCO” has actively introduced a variety of distinct cultures, mainly within fashion, but also music, art and theater. The brand has long supported the discovery of new talent and innovative tastemakers who are confidently laying the groundwork for the next generation. To embody this philosophy, the company launched the corporate message “LOVE HUMAN.” in 2010. Since 2014, the introduction of the slogan, “SPECIAL IN YOU,” has actively communicated incubation activities to support young designers and creators.
Hoshimachi Suisei boasts 2.52 million subscribers to her official YouTube channel and over 1 billion video views to date. The first exhibition of Midnight Grand Orchestra — a music project formed in collaboration with sound producer TAKU INOUE — was be held at Ikebukuro, Hiroshima, Nagoya, and Fukuoka PARCO until March of this past year.
The campaign was shot at “SUPER DOMMUNE” (Shibuya PARCO 9F), Japan's first live-streaming studio, which has delivered more than 7,000 programs over the past 14 years. As Suisei Hoshimachi continues to take on the challenge of pioneering a new era — including her first outdoor festival appearance as a VTuber and a guerrilla live performance on the streets of Shibuya — she brings a new energy to her endeavors, and that excitement bolsters this Anniversary project.
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