The K-pop royalty Jung Kook makes his debut for the house in a new campaign for the Laurence Graff Signature collection.
Luxury jeweller Graff has appointed BTS star Jung Kook as its new global ambassador, marking a partnership that brings together one of contemporary pop culture’s most influential figures with one of high jewellery’s most storied maisons.
Making his debut for the house in a new campaign for the Laurence Graff Signature collection, Jung Kook is photographed by acclaimed Norwegian photographer Sølve Sundsbø against a sculptural backdrop in Graff’s signature green and gold – a visual nod to the brand’s distinctive identity. The campaign showcases a selection of unisex pieces from the collection, including necklaces, pendants, bracelets, earrings and stackable ear cuffs, alongside new designs that reinterpret its signature faceted aesthetic through bold chain links and graphic motifs.
The Laurence Graff Signature collection distils the geometry of a cut diamond into sculptural jewellery crafted in white, yellow and rose gold. Echoing the way Graff’s exceptional diamonds capture and refract light, each piece is carved from a single block of gold, underscoring the house’s enduring commitment to precision, artistry and craftsmanship.
The collection pays tribute to founder Laurence Graff OBE’s legacy as one of the world’s foremost diamantaires, celebrating decades of expertise in sourcing, cutting and polishing extraordinary gemstones. Designed to be layered, mixed across precious metals or worn as standalone statements, the collection offers a contemporary expression of personal style.
“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,” says François Graff, Chief Executive Officer of Graff. “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 says, “I am truly honoured to collaborate as a global ambassador for Graff, a brand that has built so many legends over the years.”
For more information about the Laurence Graff Signature collection, click here.
(All images: Graff)
This post was first published on Prestige Singapore.
Note : The information in this article is accurate as of the date of publication.
