London: British high jewellery maison Graff has appointed Jung Kook, member of global pop group BTS, as its new global brand ambassador, bringing together the house’s heritage in diamond craftsmanship with a new generation of international luxury consumers.
To mark the partnership, Graff has unveiled a campaign photographed by Sølve Sundsbø and accompanied by a short film directed by Tim Holloway. The visuals place Jung Kook against a sculptural green and gold backdrop inspired by the maison’s design language, referencing Graff’s iconic emerald heritage and signature diamond aesthetics.
The campaign features pieces from the Laurence Graff Signature collection, which translates the geometric precision of diamond cuts into contemporary gold jewellery designed for layering and everyday expression.
Jung Kook styles the collection through yellow gold chain-link necklaces, graphic pendants, faceted rings, diamond earrings and pavé bangles, highlighting the versatility of the pieces across personal styling.
The campaign also introduces new additions to the Laurence Graff Signature line, including chunky chain necklaces, mesh bracelets and stackable ear cuffs. Each piece is crafted from a single block of white, yellow or rose gold, allowing the focus to remain on the interaction between metal, light and geometric form.
Commenting on the appointment, François Graff, Chief Executive Officer, Graff, welcomed Jung Kook as a global cultural figure whose creativity and dedication align with the maison’s own commitment to craftsmanship.
Jung Kook expressed his honour at joining a brand recognised for its long history in high jewellery and diamond artistry.
Through the partnership, Graff is extending its storytelling beyond traditional high jewellery audiences, presenting its craftsmanship through a contemporary lens while highlighting the broader appeal of luxury gold jewellery
