Luxury jeweler Graff has appointed BTS member Jung Kook as its newest global brand ambassador. The partnership pairs the K-pop star with the Laurence Graff Signature collection in a campaign launched this month.
Jung Kook fronts faceted gold campaign
The campaign, photographed by Norwegian artist Sølve Sundsbø, shows Jung Kook wearing unisex pieces from the collection against a geometric green and gold backdrop. The designs include necklaces, pendants, bracelets, and earrings carved from solid blocks of white, yellow, or rose gold. Their sculptural shapes take inspiration from diamond facets.
Graff stated the mixed-metal styling and layered pavé diamonds in the images highlight how the collection encourages individual style. The Laurence Graff Signature line, introduced earlier this year, honors the brand’s founder by focusing on his techniques for cutting and polishing rare stones.
Jung Kook described the collaboration as meaningful. “I am truly honored to work with Graff, a brand that has created so many legends over the years,” he said.
From BTS to global ambassador
Jung Kook rose to fame as part of BTS, one of the most successful musical groups of the past decade. Since debuting in 2013, the band has achieved six No. 1 singles on the Billboard Hot 100 and was named Time’s “Entertainer of the Year” in 2020. BTS, which stands for Bangtan Sonyeondan, includes seven members: RM, Jin, Suga, j-hope, Jimin, V, and Jung Kook.
Their global fanbase, known as ARMY, has driven record-breaking sales and streaming numbers. The group’s cultural influence has also changed how K-pop is viewed worldwide. Jung Kook’s solo career, including his 2023 hit “Seven,” has further established him as a leading artist, reaching the top of charts in multiple countries.
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Francois Graff, the company’s CEO, compared the brand’s craftsmanship to Jung Kook’s artistry. “Just as we push the limits of luxury jewelry, Jung Kook continually redefines creative boundaries in his work,” he said. “This commitment is clear in our new campaign.”
The campaign debuted on July 2.
Celebrity endorsements in luxury jewelry are common, but Graff’s selection of Jung Kook reflects a shift toward artists with broad cultural influence. His appeal spans music, fashion, and social media, making him an ideal match for a brand balancing heritage and contemporary style. The move also shows Graff’s focus on engaging younger, international audiences—a growing priority for high-end labels.
The Laurence Graff Signature collection marks a change from the brand’s traditional designs, favoring bold, geometric forms over delicate settings. This approach aligns with Jung Kook’s style, which often mixes streetwear with high fashion. The campaign’s unisex pieces, in particular, reflect his reputation for challenging gender norms in his public image.
For now, the collaboration remains centered on the campaign, though both Graff and Jung Kook’s team have suggested future projects may follow. No specifics have been shared, but some expect limited-edition pieces or a deeper creative role for the artist in shaping the brand’s direction. A recent discovery of a valuable ring at a car boot sale highlights how unexpected finds can influence trends in the industry.
