Cha Eun-woo Stars in Viral Campaign for MARITHÉ FRANÇOIS GIRBAUD, Hits 17M Views in 10 Days

Global sensation Cha Eun-woo has once again proven his star power, as the latest advertising campaign for French fashion house MARITHÉ FRANÇOIS GIRBAUD racks up an impressive 17 million views within just 10 days of its release.

Launched for the 2025 summer season, the campaign titled ‘Call my name, MARITHÉ FRANÇOIS GIRBAUD’ features Cha Eun-woo in a visual masterpiece that has captivated audiences and dominated trending charts across social media platforms, forums, and news portals since its teaser first dropped on the evening of June 9.

Fans and fashion insiders alike are praising the campaign’s cinematic feel, which owes much to the stunning visuals of the brand’s classic denim and logo pieces, as well as the creative direction by acclaimed director and his signature mise-en-scène. The video’s composition blurs the line between fashion and film, delivering a 60-second experience that feels like an art-house short.

Underscored by an original background track that has generated its own buzz, the film builds a quiet intensity through scenes of two individuals calling out each other’s names—highlighting subtle emotional layers in stunning close-ups and slow moments. This attention to detail has sparked conversation across the internet, with fans requesting information about the soundtrack as much as the fashion.

The full 60-second version, revealed through the brand’s official YouTube and Instagram channels, includes never-before-seen footage adding depth to the prior 15- and 30-second cuts. As the two actors’ emotional journey unfolds, viewers are drawn into a narrative that goes beyond a fashion ad—it becomes a moment of connection.

With a new generation of fans eager for style with storytelling, Cha Eun-woo has once again proven that his influence is as visually powerful as it is far-reaching.