Damiani reunites Stray Kids’ I.N with Mariacarla Boscono for Icons campaign
I.N is back for Damiani’s Icons campaign with Mariacarla Boscono, turning the jeweler’s K-pop strategy into a second, sharper global push.
Damiani put Stray Kids member I.N back in front of the camera with Mariacarla Boscono for its Icons campaign, turning a celebrity booking into a continuing brand story. The pairing gives the Italian jeweler a clearer route into younger global audiences while keeping its fashion credentials front and center.
Damiani says the campaign positions I.N and Boscono as the faces of Damiani Icons, and builds the imagery around twentieth-century Golden Age portraiture. The setting is a historic Italian residence, and the visual tone is meant to feel natural and non-ostentatious rather than showy. That restraint matters for a house like Damiani, which is leaning on beauty, creativity and craftsmanship as the markers of Italian excellence.
I.N had already been named Damiani’s global brand ambassador, so this is not a one-off cameo but a second chapter in an ongoing relationship. Damiani is also using I.N and Boscono across its holiday and gift marketing, including Christmas Gifts messaging that frames the pair around the brand’s iconic collections and its idea of timeless craftsmanship. For a heritage jeweler, the repeated use of the same faces across campaigns signals a broader strategy: keep the house codes intact, but refresh the audience that sees them.
The move also fits a wider luxury pattern. K-pop stars and South Korean celebrities have become powerful ambassadors for fashion and jewelry houses looking to reach international shoppers who discover brands through music, performance and social media as much as through traditional advertising. Stray Kids has become especially visible in that mix. WWD recently covered Hyunjin’s appointment as global brand ambassador for Guess?, underscoring how firmly the group has entered the luxury marketing playbook.
For Damiani, the advantage is the crossover itself. I.N brings global recognition and a built-in fan base; Boscono brings the editorial authority of a top model. Together, they let Damiani present Icons as both current and rooted, using a contemporary K-pop face to amplify the visual language of an Italian maison that still wants to be read as classic, crafted and unmistakably its own.
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