Damiani brings back Stray Kids' I.N for new luxury jewelry campaign

Damiani brought back Stray Kids’ I.N for Damiani Icons, pairing him with Mariacarla Boscono in a two-chapter campaign shot by Stef Mitchell and shaped under Christopher Simmonds. Set in a historic Italian residence and built around twentieth-century Golden Age portraiture, the project keeps Damiani’s Italian craftsmanship, beauty and contemporary polish in the frame.

The move matters because Damiani first named I.N its global brand ambassador on May 8, 2025, then said he would appear in a new global advertising campaign after the summer. Bringing him back now gives the house exactly the kind of pop-culture visibility that tends to convert younger luxury shoppers, especially the ones buying for fashion-forward recipients who want a jewel with status and a little fan recognition baked in.

For gifting, the most useful pieces are the ones that sit between everyday wear and obvious luxury. Damiani’s white gold and diamonds necklace from Belle Époque is priced at $2,290, which makes it the cleanest entry point if you want the house’s signature look without the shock of high jewelry pricing. A Belle Époque half-eternity ring with sapphires and diamonds starts at $4,620, while the Belle Époque Reel yellow gold and diamonds necklace comes in at $6,120 and feels more graphic and current, the kind of piece a younger recipient can wear with stacked rings, layered chains and a dressed-up tee.

Boscono’s high-jewelry looks keep the campaign from reading like a simple celebrity grab and push the message back toward craft and finish. That is the smart part of Damiani Icons: it makes Belle Époque and Belle Époque Reel look less like heritage codes and more like giftable pieces with real social lift, especially for buyers who want the brand name to carry both cultural momentum and actual wearability.