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 Laurence Graff Signature collection campaign shot by acclaimed Norwegian photographer Sølve Sundsbø. Set against a faceted GRAFF green-and-gold backdrop that reflects the House’s defining colour codes, Jung Kook wears unisex creations from the brand's emblematic goldwear collection.
The Laurence Graff Signature collection—inspired by the brilliant facets of a diamond, and reflective of the House’s unmistakable DNA as expert diamantaires—transforms the precise, multifaceted geometry of a diamond into contemporary jewellery creations in white, yellow, and rose gold.
Inspired by the way GRAFF’s extraordinary stones catch, reflect and refract light, each sculptural creation is meticulously carved from a single piece of gold—a tribute to the Graff family’s enduring legacy as custodians of exceptional craftsmanship.
The Laurence Graff Signature creations worn by Jung Kook include necklaces, pendants, bracelets, earrings, and stackable ear cuffs. The campaign also features a number of new and distinctive designs that extend the collection’s iconic faceted silhouette to encompass bold chain links and modern graphic motifs.
François Graff, GRAFF's Chief Executive Officer, says: “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 adds: “I am truly honoured to collaborate as a global ambassador for GRAFF, a brand that has built so many legends over the years.”
The Laurence Graff Signature collection pays homage to Graff founder Laurence Graff OBE’s legacy of discovering, cutting, and polishing the world’s most fabulous jewels, a dynamic celebration of passion, expertise, and craftsmanship. The collection offers multiple ways for the wearer to express their own unique style—as demonstrated by Jung Kook in the new visuals—through mixing metals and layering luminous pavé diamond pieces.
To find out more about the campaign and collection, visit GRAFF.com
