Go Youn-jung and Cha Eun-woo Spark Debate in New Marithé Campaign
Two of South Korea’s brightest stars, Go Youn-jung and Cha Eun-woo, joined forces for the first time in a highly stylized fashion campaign by French clothing brand Marithé François Girbaud. Titled Call My Name, the campaign video was designed to highlight identity and presence through an intimate exchange of names — all set against a cinematic backdrop crafted by director Yoo Kwang-gong.
The video unfolds like an art film: moody lighting, slow camera pans, and whispery narration by both actors. The goal? To create more than just a commercial. It's a statement about what it means to be seen and recognized — not unlike being noticed in a crowded world just because someone calls your name.
What Worked: Visual Brilliance and Pop Culture Appeal
On the surface, the campaign is impressively executed. Both Go Youn-jung and Cha Eun-woo radiate charisma. With large fanbases, these two bring tremendous social media influence and public attention — the holy grail of brand marketing.
Fans instantly connected with the campaign. The cool retro-meets-modern look, crisp monochromatic shots, and carefully curated fashion pieces were made for viral success. The theme of “name-calling” — meant to stir introspection on identity — added a poetic layer that resonated with younger viewers who value emotional storytelling in branding.
From a marketing standpoint, it was a strategic win. Fandom-driven traffic surged, Marithé saw a spike in online mentions, and the campaign injected freshness into a legacy brand known more in the past for its denim than its narrative style.
The Critique: Too Much Star Power, Not Enough Substance?
But with the praise came pushback. Critics argue that the campaign leans too heavily on celebrity buzz. Go and Cha’s appearance might grab attention today, but does that translate to long-term brand loyalty?
More importantly, some consumers were left confused. Abstract messages and artistic edits overshadowed the actual clothes being advertised. For those not already invested in the featured actors, it was hard to understand what Marithé was offering — or why they should care.
In essence, the brand may have bet too much on aesthetics and stardom, and too little on showcasing the product’s value. As one viewer noted online, “I watched the video three times and still can't tell you what they’re selling.”
Balancing Branding and Artistic Vision
The fine line between art and advertising has always been tricky. While fashion brands have long used powerful visuals and minimal dialogue to evoke feelings, there's still an expectation: to make it clear what’s being sold and why it's worth buying.
Marithé François Girbaud has history on its side. Known in the past for pioneering denim techniques and European cool, it now needs to spark relevance with global Gen Z audiences. Go and Cha definitely help with that. They bring international eyes. But to retain them, Marithé must evolve beyond campaign glossiness and into deeper product storytelling.
One solution? Diversify the narrative. Include real fans or everyday consumers. Blend campaign visuals with behind-the-scenes insights or product deep-dives. It’s about building emotional connection — not just with the stars, but with the brand itself.
Reactions Online and Industry Takeaways
Online, reaction was mixed. Fans flooded the comments with heart emojis and praise for the actors' chemistry. Clips spread fast on TikTok and Instagram. But fashion editors and industry watchers were more cautious. One stylist pointed out that none of the outfits were identified in the video, making it hard to translate campaign interest into sales.
Others noted the risk of constant celebrity marketing: “If the brand image becomes fully tied to one or two faces, what happens when the hype dies down?”
Ultimately, the campaign does what it set out to do — it gets people talking. But whether it delivers the right message to the right audience remains up for debate.
What This Means for Fashion Marketing
The Cha Eun-woo and Go Youn-jung collaboration is a reminder: in today’s culture, where content is consumed in seconds, beauty is not enough. Brands must clearly communicate their identity while respecting consumer intelligence.
Campaigns must evoke feeling and inform. In the race for relevance, those who hit only one of those marks may trend briefly — but risk fading just as fast.
