The BTS star fronts Graff's latest campaign wearing the new Laurence Graff Signature collection.

BTS' Jung Kook has officially joined Graff as the British jeweler's newest global ambassador. He makes his debut in a new campaign spotlighting the Laurence Graff Signature collection, marking the start of a new chapter for the house.
Photographed by Solve Sundsbo, the campaign places Jung Kook against a striking green-and-gold backdrop inspired by the facets of a diamond. Wearing pieces from the Laurence Graff Signature collection, he embodies the craftsmanship and modern design language that have long defined Graff.

Courtesy of Graff.

"Jung Kook is a cultural icon, recognize for his multifaceted talent," says Graff CEO François Graff. "Bold and refined, he always offers remarkable performances. Just like Graff, which strives to push the boundaries of high jewelry, [he] explores and constantly surpasses those of his creativity."
The campaign also highlights the Laurence Graff Signature collection, which draws inspiration from the geometric facets of a perfectly cut diamond. Those clean lines are translated into sculptural pieces crafted in white, yellow, and rose gold, creating jewelry that feels architectural yet easy to wear.
The collection spans necklaces, pendants, bracelets, earrings, and ear cuffs. Alongside its signature designs, Graff also introduces new pieces that reinterpret the faceted motif through bold chain links and graphic silhouettes, encouraging layering and personal styling.

At its core, the Laurence Graff Signature collection reflects founder Laurence Graff's lifelong philosophy of discovering, cutting, and polishing exceptional diamonds. Each piece carries that legacy forward while offering a modern approach to fine jewelry that can be mixed, layered, and worn every day.
Commenting on the partnership, Jung Kook shared, "It is a tremendous honor to join Graff as its global ambassador. Graff has built a remarkable legacy over many years, and I am incredibly honored to be working with the brand."

GRAFF, Jung Kook: Laurence Graff Signature

Jung Kook Is Graff's Newest Global Ambassador

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Jung Kook Is Graff's Newest Global Ambassador

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