British high jeweler GRAFF has announced the appointment of Jung Kook, a member of the globally renowned pop group BTS, as its new Global Brand Ambassador.
To mark the partnership, the brand unveiled a new advertising campaign for its Laurence Graff Signature collection. The campaign features Jung Kook wearing GRAFF’s signature gold jewelry, highlighting the House’s exceptional craftsmanship and contemporary design aesthetic.
Summary
- GRAFF has appointed BTS member Jung Kook as its new Global Brand Ambassador.
- To mark the partnership, the House unveiled a new campaign for the Laurence Graff Signature collection, photographed by Sølve Sundsbø.
- The campaign, launching in July 2026, highlights GRAFF’s signature gold jewelry and the House’s enduring craftsmanship through contemporary, unisex designs.
Jung Kook Fronts the Laurence Graff Signature Campaign
Photographed by renowned Norwegian photographer Sølve Sundsbø, the campaign places Jung Kook against a faceted backdrop inspired by GRAFF’s signature green and gold color palette. He showcases a selection of unisex gold jewelry from the Laurence Graff Signature collection.
Inspired by the geometric facets of a diamond, the Laurence Graff Signature collection translates the House’s diamond heritage into contemporary jewelry crafted in white, yellow, and rose gold.
The collection includes necklaces, pendants, bracelets, and earrings. The latest campaign also introduces new designs that reinterpret the collection’s faceted silhouette through bold chain links and modern graphic motifs.
A Partnership Reflecting Shared Creativity
Commenting on the appointment, François Graff, CEO of GRAFF, said: “Jung Kook is a cultural icon with an unparalleled artistic presence. His bold individuality and refined style captivate audiences around the world. Just as GRAFF continues to push the boundaries of luxury jewelry, Jung Kook consistently explores new creative horizons. His unwavering passion for his craft shines throughout this campaign, and we are delighted to welcome him as GRAFF’s new Global Brand Ambassador.”
Jung Kook also shared his thoughts on the partnership: “It is a tremendous honor to join GRAFF as its Global Brand Ambassador, a House that has built an extraordinary legacy over so many years.”
Honoring Laurence Graff’s Legacy
The Laurence Graff Signature collection pays tribute to the legacy of founder Laurence Graff, celebrating his passion for discovering, cutting, and polishing some of the world’s most exceptional diamonds.
Drawing inspiration from the sculptural geometry of diamond facets, the collection transforms this signature design language into contemporary gold jewelry. Designed to be worn individually or layered with pavé diamond pieces, the collection encourages personal styling while reflecting the House’s enduring commitment to craftsmanship.
The new Laurence Graff Signature campaign featuring Jung Kook will launch globally in July 2026.
Copyright © 2026 Oui Speak Fashion. All rights reserved.
Oui Speak Fashion (OSF)® is a New York-based Global Fashion, Beauty & Luxury Business Media Platform.