Graff Names BTS’ Jung Kook as New Global Ambassador in Gold Campaign

Graff has unveiled BTS star Jung Kook as its newest global ambassador, fronting a campaign for the House’s Laurence Graff Signature collection. Shot by Norwegian photographer Sølve Sundsbø against Graff’s faceted green-and-gold backdrop, the images see Jung Kook wearing unisex pieces from the brand’s goldwear line, including necklaces, pendants, bracelets and earrings.

The Laurence Graff Signature collection draws its design language from the geometry of a cut diamond, translated into contemporary jewellery in white, yellow and rose gold. The campaign also features designs that build on the collection’s faceted aesthetic with bold chain links and graphic detailing.

CEO Francois Graff called Jung Kook a “cultural icon” whose bold, brilliant performances reflect the same creative boundary pushing that defines Graff’s own approach to luxury jewellery, adding that this shared spirit shines through in the new campaign as the House welcomes him as its latest global ambassador.

The partnership brings together K-pop and high jewellery, as BTS tours the world with their hit album ARIRANG. Shop