Actor Choi Wooshik, continuing a solid six-year relationship with refined casual brand Project M (PROJECT M), unveiled the brand's philosophy condensed into the 26SS campaign "Project Minimalism".
In this campaign, Choi Wooshik, based on the deep partnership built over six years with Project M, sensibly embodied the value of the brand's aspiration, "Refined Casual," more than anyone else. He acted not merely as a model showing products but as a true "partner" who helps establish and complete the brand's identity, and he has established himself as a key persona who participates in Project M's growth and change.
This 26SS season in particular unfolds around the keyword "Re+find," which looks again at the essence of the brand. Choi Wooshik focused on a clean attitude and restrained sensibility that do not change over time rather than exaggerated trends, interpreting wearable pieces that naturally blend into everyday life in his own way. By removing unnecessary elements and infusing his characteristic relaxed and refined atmosphere, he was praised for vividly realizing the minimalism that Project M pursues.
In the photo spread, Choi Wooshik demonstrates the basics of a realistic minimal look through high-sensitivity styling. In the tone-on-tone look layering an ivory-tone sweater cardigan, beige slacks and a shirt, he emphasized a soft yet modern silhouette; in the cut pairing an oversized blazer, a striped T-shirt and wide denim, he revealed a distinctive presence with only restrained points.
The mutual understanding formed through long collaboration reached its peak in this campaign, becoming the driving force that completed a clean, balanced visual without excessive staging. A representative of Eclion Fashion Project M said, "Through the solid partnership continued for six years with actor Choi Wooshik, we wanted to convey values that last longer than trends," and added, "The refined mood that only Choi Wooshik possesses clearly indicated the direction the brand should take."
Having established a distinctive presence in the fashion world, Choi Wooshik continues his strong momentum on screen as well. He is set to meet audiences through the film "Number One," which opens on Feb. 11. Number One tells the story of Hamin (Choi Wooshik), who one day begins to see a number decrease by one each time he eats his mother's food, and who learns that when the number reaches zero his mother, Eunsil (Jang Hye-Jin), will die, leading him to try to protect his mother.
Through the familiar subject of a mother's food, this work delicately unravels the meaning of finite time and familial love, and it is being anticipated as an opportunity to see Choi Wooshik's deepened emotional acting after showing his prowess as a "rom-com artisan" in the recent SBS drama Would You Marry Me?. As a result, the public's attention is focused on Choi Wooshik's busy activities that have captured both the advertising world and the screen.
[Photo] Project M
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