Jung Kook of Korean pop band BTS is Graff’s new brand ambassador.
London—Graff has named Jeon Jung-kook, a member of K-pop band BTS who goes by the stage name Jung Koon, as its new brand ambassador.
To celebrate the launch of the partnership, the pop artist stars in a new campaign for the “Laurence Graff Signature” collection.
Unveiled earlier this year, the collection pays homage to the Graff founder’s legacy of discovering, cutting, and polishing exceptional diamonds.
It features sculptural gold pieces inspired by the geometry and light reflection of faceted diamonds.
Each creation is carved from a single piece of white, yellow, or rose gold.
For the campaign, Jung Kook models unisex designs that extend the collection’s faceted silhouette to bold chain links and modern graphic motifs.
Jung Kook wears necklaces, pendants, bracelets, and earrings from the “Laurence Graff Signature” collection in his debut campaign as the brand’s new ambassador.
His look for the campaign, which features mixed metals and layered pavé diamond pieces, demonstrates how the new collection allows wearers to express their own unique style, Graff said.
The campaign was shot by Norwegian photographer Sølve Sundsbø and set against a faceted green and gold backdrop, reflecting Graff’s defining color codes.
“I am truly honored to collaborate as a global ambassador for Graff, a brand that has built so many legends over the years,” Jung Kook said.
The vocalist and dancer is one of the seven members—RM, Jin, Suga, j-hope, Jimin, V, and Jung Kook—that make up the five-time Grammy-nominated South Korean boy band BTS, an acronym of Bangtan Sonyeondan or “Beyond the Scene.”
The group, which debuted in 2013, has earned six No.1 Billboard Hot 100 singles since 2020 and was named Time’s “Entertainer of the Year” for 2020.
“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,” said Graff CEO Francois Graff.
“Just as we at Graff push the boundaries of what is achievable in luxury jewelry, 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.”
