I.N fronts Damiani's Golden Age-inspired Italian elegance campaign

I.N returned to Damiani’s Icons campaign alongside Mariacarla Boscono, giving the Valenza jeweler another chance to fuse K-pop reach with old-world Italian polish. The new chapter, unveiled June 25, kept the brand’s portrait-style formula intact while making the whole presentation feel younger, more charged, and easier to read as fashion rather than only fine jewelry.

Under the artistic direction of Christopher Simmonds, Larissa Hofmann shot the campaign inside a magnificent historic Italian residence, where the jewelry sits against carved walls, glossy floors, and floral compositions that add color without softening the structure. Damiani says the imagery draws on twentieth-century Golden Age portraiture and aims for a look that is “natural yet never ostentatious,” which is exactly the tension the house needs if it wants to speak to shoppers who know I.N first as a global pop figure and only second as a jewelry muse.

That pairing matters. I.N, the youngest member of Stray Kids, brings the kind of global visibility luxury houses spend years trying to buy through less memorable means, while Mariacarla Boscono keeps the campaign anchored in high-fashion credibility. Damiani’s own ambassador language frames I.N as a modern embodiment of the house’s values, and the contrast is the point: his streamlined, contemporary image makes the label’s Italian craft story feel less museum-like and more current.

The collection mix is equally calculated. Belle Époque, Belle Époque Reel, Mimosa and Margherita all return, but the campaign also introduces Margherita Bloom, which Damiani positions as a radiant take on nature, color, femininity and grace. That gives the brand a fresher visual hook than a straightforward heritage recap, especially in a market where younger luxury buyers tend to respond to pieces that photograph well, move easily from day to night, and feel tied to a recognizable face.

Damiani has spent years building this continuity. The 2025 campaign, also starring I.N and Boscono and shot by Stef Mitchell, was split into two chapters, with the second devoted to the maison’s most iconic collections and originally planned for autumn. This new installment extends that structure instead of abandoning it, which suggests Damiani is testing whether a star-led, editorially styled campaign can broaden its relevance beyond traditional fine-jewelry clients.

Founded in Valenza in 1924, Damiani still leans hard on its family ownership and its claim to be the only Italian jewelry house managed by the founder’s family, as well as the only jeweler to have won 18 Diamonds International Awards. The campaign’s real value is that it lets those credentials sit beside I.N’s global cachet without losing either one, turning heritage into something that looks ready for a younger wardrobe.