Damiani unveils Icons campaign with Stray Kids’ I.N and Mariacarla Boscono

Damiani brought Stray Kids member I.N back for a second campaign, pairing him with Mariacarla Boscono in Damiani Icons and sharpening a strategy built on repeat recognition rather than a single burst of attention. Under the artistic direction of Christopher Simmonds, the images placed the jeweler’s pieces inside a historic Italian residence and borrowed the gravity of twentieth-century Golden Age portraiture.

The maison said Damiani Icons was the latest chapter in its “ever-evolving identity,” a phrase that fits the way the house is using familiar faces to keep its fine-jewelry language consistent across launches. Damiani described the campaign as an exploration of “the defining elements of contemporary Italian elegance,” with a visual world centered on art, emotion and beauty. It also cast the work as a celebration of craftsmanship and Italian excellence, while emphasizing a natural, non-ostentatious elegance that keeps the focus on the jewelry rather than on spectacle. I.N, who is Damiani’s global brand ambassador, gives the house a direct line to the Stray Kids audience; Boscono gives it the kind of editorial poise that reads cleanly in luxury print and on social media alike. For a jewelry brand, that combination matters because it can extend regional reach, keep the visual code stable from one campaign to the next, and make a collection easier to recognize once it moves from image to boutique counter.

The commercial logic is easy to trace back through Damiani’s own history. The company was founded in Valenza in 1924 by Enrico Grassi Damiani, in one of Italy’s most important jewelry districts, and the house’s history materials say Enrico first built his reputation by making custom pieces for noble families. That heritage gives the campaign a useful contrast: old-world craft presented through contemporary celebrity. Damiani Group said on March 28, 2025 that it was preparing to close fiscal 2024-25 with consolidated revenues above €380 million, more than 10 percent higher than the year before, a reminder that these ambassador-led campaigns sit inside a serious business machine. Earlier work with Jessica Chastain showed the same instinct for star-driven storytelling, but I.N’s return suggests Damiani is now leaning into continuity, turning a familiar face into a longer commercial relationship that can carry more than one collection.