Luxury jewelry brand Chaumet unveiled the 2023 new global ‘Liens’ collection photoshoot with Cha Eun-Woo. The collection portrays four of the most important aspects in life: freedom, emotion, connection and sincerity.

In the 2023 Liens campaign video, Cha Eun-Woo dances freely on the roof top with the wind blowing against his face. His movements and facial expressions portray the campaign’s message of freedom, emotion, connection and sincerity.

Cha Eun-Woo is captured wearing a white gold pendant layered with a rose gold pendant from the 'Liens Evidence' collection, to symbolize eternity and destiny.

In another photo, a white gold ring with subtle diamond settings has been matched with a bracelet, to portray the meaning of an everlasting relationship. A 'Jeux de Liens Harmony' in rose gold with an onyx pendant is layered to symbolize eternity.

The female model paired with Cha Eun-Woo is also seen wearing pendants from the 'Liens Evidence', 'Jeux de Liens' and 'Jeux de Liens Harmony' collection to express individuality. The blue pendant shown is Chaumet maison’s signature lapis lazuli stone.

Cha Eun-Woo, who is an actor and member of boy group Astro said, “I am delighted and honored to be shooting for the new global 'Liens' Collection campaign. The new 'Jeux de Liens' Collection connects people and holds the meaning of making existing bonds and relationships stronger. At a first glance, the pieces looked delicate and fragile, but the meaning holds a strong message inside of me with an emphasis on hope and promise. This collection shows various meanings and purposes, which is much alike myself in both my music and acting career.”

Additional behind-the-scene photoshoots can be found on Chaumet’s official Kakao Talk Channel.