Cover Graff’s new global ambassador, Jung Kook of pop royalty BTS, wears pieces from the Laurence Graff Signature collection
Graff’s new global ambassador, Jung Kook of pop royalty BTS, wears pieces from the Laurence Graff Signature collection
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As pop royalty BTS returns to the global stage, Jung Kook steps into a new role as Graff’s global ambassador, bringing his bold, individual style to the Laurence Graff Signature campaign
As BTS embarks on its Arirang world tour, Jung Kook is taking on another new role. The pop artist has been named Graff’s new global ambassador, fronting a campaign for the British jewellery house’s Laurence Graff Signature collection.
To celebrate the partnership, Jung Kook stars in a new campaign photographed by Norwegian fashion photographer Sølve Sundsbø. Set against a faceted backdrop in Graff green and gold, he wears unisex creations from the Laurence Graff Signature collection, layering necklaces, pendants, bracelets, earrings and stackable ear cuffs.
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Above Graff’s new global ambassador, Jung Kook of pop royalty BTS, wears pieces from the Laurence Graff Signature collection
Graff’s new global ambassador, Jung Kook of pop royalty BTS, wears pieces from the Laurence Graff Signature collection
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“Jung Kook is a cultural icon, known for his multifaceted talents. His performances are bold yet refined, crafted with a brilliance that is impossible to ignore,” says François Graff, the house’s chief executive officer. “Just as we at Graff push the boundaries of what is achievable in luxury jewellery, Jung Kook continually challenges creative boundaries in his work. This dedication to his craft is evident throughout our new campaign, and we are delighted to welcome him as Graff’s new global ambassador.”
While the campaign presents Jung Kook in the latest Laurence Graff Signature designs, the collection itself begins with the object that has defined Graff for more than six decades: the diamond. Founded by Laurence Graff, the house built its reputation on sourcing, cutting and polishing some of the world’s most exceptional stones. The Laurence Graff Signature collection translates that expertise into gold, taking the precise geometry of a faceted diamond and turning it into a recurring sculptural motif.
Above Graff Laurence Graff Signature Large Chain Necklace in yellow gold set with diamonds
Graff Laurence Graff Signature Large Chain Necklace in yellow gold set with diamonds
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Each piece is shaped through planes and angles designed to catch, reflect and refract light. Meticulously carved from a single piece of gold, its surfaces appear to shift as it moves on the body. Available in 18-karat white, yellow and rose gold, with pavé-set variations adding further brilliance, the designs evoke the play of light associated with a diamond without allowing the stone to dominate the composition.
New additions extend the collection’s faceted silhouette into bold chain links and graphic motifs, lending the pieces greater visual weight and opening up further possibilities for layering. Most striking is the yellow gold chain necklace worn by Jung Kook, which reimagines the Laurence Graff Signature motif as a sequence of substantial alternating links. Selected elements are set by Graff’s master artisans with pavé diamonds, introducing flashes of brilliance against the polished gold.
Above Graff’s new global ambassador, Jung Kook of pop royalty BTS, wears pieces from the Laurence Graff Signature collection
Graff’s new global ambassador, Jung Kook of pop royalty BTS, wears pieces from the Laurence Graff Signature collection
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Beneath it sits a finer yellow gold chain with a double-link pendant, one of its two interlocking forms articulated with faceted pavé diamonds. The same design language continues at the wrist, where a bracelet echoes the necklace’s alternating-link construction. Together, the pieces show how a motif drawn from the geometry of a diamond can shift in scale—from the assertive proportions of a statement necklace to a more compact pendant—without losing its identity.
Jung Kook completes the composition with multiple rings, earrings and ear cuffs, bringing polished gold and pavé diamonds into dialogue with his tattoos and piercings. The effect is abundant yet controlled. More importantly, it makes a persuasive case for the collection’s unisex character: jewellery that transcends conventional categories, shaped by combination, contrast and personal instinct.
“I am truly honoured to collaborate as a global ambassador for Graff, a brand that has built so many legends over the years,” says Jung Kook. Through the Laurence Graff Signature collection, Graff continues to transform the precise, multifaceted geometry of its signature stone into sculptural gold creations that celebrate the house’s enduring expertise in craftsmanship.
Credits
Images: Graff
