It’s official: the British jeweller GRAFF has named Jung Kook, of pop royalty BTS, as its new global ambassador. To celebrate the launch of the partnership, Jung Kook stars in a new campaign for the brand’s Laurence Graff Signature collection, lensed by Sølve Sundsbø.
The new campaign is set against a faceted green and gold backdrop, a reference to GRAFF’s house codes. Green, a colour of hope and renewal, a nod to the remarkable emeralds in its high jewellery, and a wink at the famous Green Lady that has graced the house’s imagery since the ’90s. Gold, obviously, as a reference to the precious material that the jeweller works with. And the facets, echoed in the Laurence Graff Signature collection’s designs, that echo both the founder and the house’s deeply rooted identity as one of the finest diamantaires in the world.
Jung Kook wears in this campaign a selection of Laurence Graff Signature goldwear jewels, a modern collection launched in 2024. The core design is angled facets, crafted with precision and geometry in yellow, white and rose gold. Its facet design is born of and inspired by diamonds, a motif chosen to reflect the jeweller’s expertise and heritage in working with the world’s finest specimens of this eternal gemstone.
This year, the Laurence Graff Signature collection introduces a fresh selection of novelties that evolves the faceted silhouette design into chain links. The new designs include a range of necklaces, pendants, bracelets, earrings and stackable ear cuffs. Simple and graphic, and set with diamonds on some pieces with the precision and beauty of GRAFF, the collection’s bold elegance invites effortless stacking and styling.
Chief executive officer François Graff commented: “Jung Kook is a cultural icon, known for his multifaceted talents. His performances are bold yet refined, crafted with a brilliance that is impossible to ignore. Just as we at GRAFF push the boundaries of what is achievable in luxury jewellery, Jung Kook continually challenges creative boundaries in his work. This dedication to his craft is evident throughout our new campaign, and we are delighted to welcome him as GRAFF’s new global ambassador.
Jung Kook commented: “I am truly honoured to collaborate as a global ambassador for GRAFF, a brand that has built so many legends over the years.”
Discover the Jung Kook for GRAFF campaign here.
