UNVEILED earlier this week, a new Laurence Graff Signature campaign starring Jung Kook of BTS introduces the pop star in sculptural gold designs to a bold new chapter for the House.
Graff has named Jung Kook as its new global ambassador, marking a significant alignment between the high jewellery house and one of the most influential figures in contemporary pop culture. The announcement is accompanied by a new campaign for the Laurence Graff Signature collection, photographed by Sølve Sundsbø. Set against a faceted green and gold backdrop that reflects the House’s defining colour codes, Jung Kook wears a series of unisex creations from Graff’s gold jewellery offering.
Jung Kook for Graff
Inspired by the geometry of a diamond, the Laurence Graff Signature collection translates precise multifaceted forms into contemporary pieces crafted in white, yellow and rose gold. The designs worn by Jung Kook include necklaces, pendants, bracelets and earrings, alongside new iterations that expand the collection’s visual language through bold chain links and graphic motifs.
Francois Graff, Chief Executive Officer, describes Jung Kook as a cultural force whose creative discipline mirrors the House’s own pursuit of excellence. He notes that the artist’s ability to balance boldness with refinement aligns with Graff’s approach to jewellery design, where innovation and craftsmanship remain central. The partnership signals a continued effort to position the House within a global cultural dialogue shaped by music, fashion and image making.
Jung Kook for Graff
Founded in 1960 by Laurence Graff, the family-run company has spent over six decades at the forefront of high jewellery, building a reputation for sourcing and crafting exceptional diamonds. With more than 70 stores worldwide, Graff maintains a strong international presence while preserving a hands-on approach to craftsmanship led by the Graff family.
Jung Kook joins the House at a moment of sustained global visibility. As a member of BTS, he is part of a group that has redefined the scale and reach of contemporary pop, with multiple Grammy nominations chart topping releases and a worldwide touring presence that continues to shape the cultural landscape.
by Ellis Dowle