Graff names BTS star Jung Kook as first global ambassador
Jung Kook became Graff’s first global ambassador, fronting a Laurence Graff Signature campaign built to push the jeweler beyond high jewelry into pop-culture reach.
Graff named BTS member Jung Kook its first global ambassador and placed the Laurence Graff Signature collection at the center of the new campaign. The move gave the London jeweler a celebrity-facing moment with clear commercial stakes: broaden its reach, sharpen its visibility, and make a house built on rare diamonds feel more shareable to a global pop audience.
The campaign, launched in July 2026, was photographed by Sølve Sundsbø and set against a green-and-gold faceted backdrop that echoed diamond cuts. Graff used the visuals to frame the collection as an extension of its diamond language, not a departure from it, with the house describing Laurence Graff Signature as a translation of diamond geometry into contemporary jewelry in pure white, yellow and rose gold.
That collection has become the strategic centerpiece of the announcement. It includes unisex gold jewelry across necklaces, pendants, bracelets and earrings, along with new chain-link and graphic motifs. In design terms, that matters as much as the appointment itself: the line is more accessible in tone than Graff’s highest high jewelry, but it still carries the brand’s technical vocabulary of cut, facet and polish.
Graff has long positioned itself around rare diamonds, craftsmanship and expert diamantaires, tracing its heritage to 1960, when Laurence Graff OBE established the company in London. By putting Jung Kook into that framework, the house is betting that his image can do what traditional high jewelry advertising often cannot: draw in younger luxury clients, amplify the collection across social channels and give a heritage brand a sharper cultural pulse.
Jung Kook, whose global profile with BTS extends far beyond the usual jewelry audience, said he was “truly honoured” to collaborate with a brand that has “built so many legends over the years.” Francois Graff called him a cultural icon, and that description gets to the center of the strategy. Graff is not just announcing an ambassador deal; it is using one of the world’s most visible performers to recast a diamond house in the language of modern celebrity, where desirability is built as much through image and fan reach as through carat weight.
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