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1. Campaign Overview: 'Call My Name'
MARITHé introduced a new advertising campaign with the theme of "Call My Name" for its summer collection in 2025. The campaign has a metaphorical message of identity and connectivity that only exists when a name is called. With emotional visuals and intense identity, it goes beyond a simple fashion pictorial, and consists of a short film.
The biggest feature of the commercial is the combination of the two actors, Cha Eun-woo and Ko Yoon-jung. With their symbolism as both actors and models, the two perfectly expressed their sophisticated and dreamy summer mood through this campaign.
2. Star cast: Cha Eun-woo X Ko Yoon-jung
Cha Eun-woo is a star who receives love calls from many global brands for his neat visuals, distinct features, and soft charisma. In this campaign, he elegantly dressed up MARITHé's unique European casual style with a luxurious and restrained atmosphere.
Ko Yoon-jung is a rising star who has recently been active in dramas and movies, and in this commercial, she has exuded both urban and pure charm. Her eyes and natural pose make viewers immerse themselves in the story on the screen.
The chemistry between the two creates an intense sense of connection even in understated emotions, completing an atmosphere that seems to be moving between reality and fantasy.
3. Visual beauty and styling
The commercial for "Call My Name" takes a total of one and a half minutes and was filmed in various spaces, including alleys, old corridors, and rooftop houses with blue summer sunlight. The video delicately expresses time, space, and the flow of emotions as it moves between black and white and color.
In terms of styling, MARITHé's unique basic items stand out. Comfortable and sophisticated items such as linen sets, printed T-shirts, loose-fit shirts and shorts are maintained, while Cha Eun-woo created a dandy atmosphere with a classic white shirt and slacks, and Ko Yoon-jung created a feminine mood with a natural dress and denim jacket.
Overall, the natural and minimalistic production that goes well with the concept of "Vacation in the City" is impressive.
4. Emotional Messages and Branding Strategies
The theme "Call My Name" goes beyond just love feelings and focuses on the presence of an individual and the sense of being connected to someone. In the video, Cha Eun-woo and Ko Yoon-jung send their eyes to each other, meet, move away, and become close again, and poeticize the flow of "call out names, remember, and exist."
This is also an attempt by MARITHé to convey an emotional and philosophical message beyond just fashion brands. Through this narrative, the brand strengthens emotional ties with MZ generation consumers and proposes the "life of wearing MARITHé" itself as a lifestyle.
5. Online Responses and Expected Effects
As soon as the advertisement was released, there was an explosive reaction on social media and the fashion community. In particular, there were a number of comments saying "Cha Eun-woo Ko Yoon-jung's chemistry" and "Marité video is crazy," and despite being a brand campaign video, it was talked about like a fan video and created a natural viral effect.
In addition, the products featured in the commercial are ranked at the top of the sales rankings in real time, especially the linen shirts worn by Cha Eun-woo and denim jackets worn by Ko Yoon-jung, which quickly sold out on the official online mall. This not only leads to increased brand awareness but also actual sales, and is considered a successful marketing case.
Finish
MARITHé's 2025 summer campaign "Call My Name" goes beyond just promoting styles and is the essence of high-end emotional marketing that combines emotional stories, outstanding star casting, and visual beauty. The presence of the two actors, Cha Eun-woo and Ko Yoon-jung, makes the commercial like a short film and sends a message to viewers, "When you call your name, you come to my world."
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