03 Mar 2023
Chaumet launched the new Liens 2023 collection with a campaign featuring friend of the brand, Cha Eun Woo, South Korean singer, actor, and member of boy group ASTRO. Titled “Sweet Escape by Chaumet”, the campaign highlights the true spirit of the storied Maison through the expression of freedom, emotion, connection, and authenticity in every key moment in life.
The freedom to move and express emotions freely is captured by Cha Eun Woo as he danced on the rooftop, reveled in the breeze, and traversed intimate connections in the Chaumet Liens 2023 campaign video, these authentic moving emotions were arrested in Cha Eun Woo’s moves and candid expressions as he brought the audience along with him to their Sweet Escape.
In the campaign video and stills, Cha was seen wearing the timeless and universal, Liens Évidence pendants, in both white and gold forming a symbol of sincerity of a relationship, the evidence of two fates united. In other visuals, his hand was adorned with a timeless, powerful, and graphic Liens Évidence ring in white gold set with a secret brilliant-cut diamond that is distinguished by a graphic design in which purity takes precedence, a Liens Évidence bracelet in white gold symbolising the transmission in strength of a relationship, and resting on his chest were the Jeux de Liens Harmony pendants in both yellow gold and onyx with the circle as an expression of eternity.
To achieve a sense of personal identity and uniqueness, together with Cha, the campaign model wore layered pendants from the Liens Évidence, Jeux de Liens and Jeux de Liens collections close to her heart. The Jeux de Liens Harmony pendant set with lapis lazuli is reminiscent of the French jeweller house’s signature blue, along with the Jeux de Liens Harmony pendant in full paved brilliant-cut diamonds for a refined elegance, and the Jeux de Liens pendant in white gold set with square-cut sapphires revisiting the crossed link motif in a joyful way.
“As a friend of Chaumet, I’m grateful and honored to be part of the new Liens collection campaign. This is a collection that really speaks to me because of the strong thread that links, bonds and brings people together, and even though it may look delicate, it signifies strength, hope and promise. It has various meaning and purpose simultaneously, just like what I stand for as a singer and actor,” says Cha Eun Woo, South Korean singer, actor, and member of ASTRO.