Shibuya PARCO 2026 A/W New Look Returns With 10 Percent Payback 17-26 July
SHIBUYA PARCO 2026 A/W NEW LOOK opens the autumn and winter fashion season across the building from 17 to 26 July 2026, with a 10 percent payback campaign that gives shoppers a 1,000 yen voucher for every 10,000 yen spent at participating stores. The campaign is capped at the first 500 shoppers and runs for ten days only, covering floors 1 through 4 of Shibuya PARCO at 15-1 Udagawacho, Shibuya.
The payback applies when you pay with a PARCO Card or Pokupal payment at a target store. The maximum payback is 50,000 yen, meaning a 50,000 yen spend yields a 5,000 yen voucher. To prevent misuse, Pokupal payment users may be asked to show a linked credit card or a public ID. Full campaign details are on the PARCO news page.
A Return to Roots Across the Floor
The A/W 2026 season theme is a return to origin. Many brands in the building are presenting collections that revisit the maison's identity and reinterpret the act of dressing from its essence. The feature page on the Shibuya PARCO site walks through the looks store by store, with 1F anchored by Gucci's first Demna collection Primavera, Loewe's craft-focused vivid leather pieces, Celine under Michael Rider, and Miu Miu's light romantic wardrobe.
1F also holds JIL SANDER's furniture-inspired silhouettes, Marni under new creative director Meryl Rogge returning to the 1990s, Thom Browne's grey layered tailoring, and Comme des Garcons Girl's A-line school look updated with a calligraphy collaboration with Yusho Kobayashi. Higher floors carry the rest of the autumn drop, with a digital fashion video series dropping alongside the looks and a PARCO CRUISE feature starring actor Tokisei Emoto in JIL SANDER and Our Legacy.
Look Books and Digital Content
Three styling videos drop alongside the A/W NEW LOOK to propose ways to wear the season in your own way. Model Natsumi Oya self-styles MM6 Maison Margiela, A.P.C. and STUDIO NICHOLSON in a look book releasing on the Shibuya PARCO official Instagram around 17 July. Yuka Mizuhara, active as model, DJ and creator, styles GANNI, HIGASHI and TANAKA in a video directed by Siro, releasing around 18 July.
A collaboration with fashion and culture magazine Lucick drops around 24 July, styling LOEWE and MARNI looks in a cinematic short shot inside Shibuya PARCO with stylist Ai Hamamoto, depicting the joy of dressing for oneself and the sensitivity of Tokyo. People content also includes a 60th birthday photo book release by Masahiro Motoki, born in Shibuya Spainzaka, with a photo exhibition at NONLECTURE books/arts on 1F-2.
Who Should Go and When
The 10-day window suits shoppers planning a serious autumn wardrobe purchase, because the payback effectively cuts 10 percent off the top within the 50,000 yen cap. Floor hours at Shibuya PARCO run 11:00-21:00 for retail and 11:30-23:00 for dining, with 6F Nintendo TOKYO, Pokemon Center and select stores opening at 10:00. The nearest station is Shibuya, an 8-minute walk from the Hachiko exit. Tax-free shopping is available for visitors with the relevant documentation; check the TAX FREE counter for current rules.
Practical Details
- Dates: 17 to 26 July 2026 (Friday to Sunday)
- Time: 11:00-21:00 retail (6F select stores from 10:00); dining 11:30-23:00
- Venue: Shibuya PARCO, 15-1 Udagawacho, Shibuya, Tokyo 150-8377
- Nearest station: Shibuya Station (JR Yamanote, Metro Ginza/Hanzomon/Fukutoshin, Keio Inokashira) 8 min walk
- Price: Free entry; 10 percent payback up to 50,000 yen, first 500 shoppers, with PARCO Card or Pokupal payment
- Website: Shibuya PARCO A/W NEW LOOK feature
