Graff taps BTS’ Jung Kook as first global ambassador for Signature line

Graff turned to BTS member Jung Kook to give its most pared-back jewelry line a louder cultural voice, naming him its first global ambassador and placing him front and center in the Laurence Graff Signature campaign. The house built the launch around a green-and-gold backdrop inspired by diamond facets, a visual cue that keeps the focus on geometry, light and polish rather than ornament for ornament’s sake.

The move mattered because Graff has long defined itself through diamonds and craftsmanship, not celebrity endorsements. Laurence Graff established the company in London in 1960, and the brand said Jung Kook is its first-ever global ambassador in its 66-year history. For a house known for high jewelry, that is a sharp pivot: the face of the campaign is one of the world’s most visible pop stars, but the product is a collection that leans clean, linear and wearable.

Laurence Graff Signature is built around what Graff calls the multifaceted geometry of a diamond, translated into contemporary jewelry in white, yellow and rose gold. The line spans necklaces, pendants, bracelets and earrings, while the new campaign imagery also introduces bolder chain links and modern graphic motifs. That mix gives the collection a lighter, more modular attitude than traditional precious-jewelry display, with enough structure to read as sculptural and enough restraint to work in daily rotation.

The styling is also intentionally unisex, which is where Jung Kook’s presence does the most work. Graff framed the partnership as a way to broaden the house’s reach beyond its traditional high-jewelry clientele, and Jung Kook’s image as a cultural icon brings that message into sharper focus. The pieces do not rely on size or flash to signal value; instead, they trade in crisp silhouettes and polished gold surfaces that can sit against skin as easily as they can layer over a knit or a shirt collar.

The reveal followed days of fan speculation after Jung Kook was seen wearing Graff pieces in Weverse live sessions, then a short teaser appeared on Instagram before the full campaign landed in early July. Sølve Sundsbø photographed the images, adding a controlled, editorial polish that suits the collection’s emphasis on facet-like forms and modern lines. Graff has rarely looked this contemporary, or this eager to speak to an audience that reads fine jewelry as style, identity and attitude at once.