Cha Eun-woo's association with Saint Laurent became prominent in mid 2024.  In September 2024, he attended the Saint Laurent Spring-Summer 2025 show at Paris Fashion Week, where he made a striking appearance in a monochrome brown outfit, solidifying his status as a brand ambassador.

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His sophisticated and modern style aligns perfectly with the brand's ethos, making him a natural fit. Saint Laurent is known for being a brand that embraces both cutting-edge fashion and timeless style, and Cha Eun-woo represents these qualities perfectly.