Fashion · Celebrity
Jung Kook Steps Into the House of Graff
Graff has named Jung Kook of BTS as its new global ambassador, and the announcement carries the weight of two worlds meeting. One is a British jewellery house that has spent more than sixty-five years cutting some of the most significant diamonds ever found. The other is a performer whose reach runs from Seoul to the Gulf and well beyond. Together they open the House’s latest Laurence Graff Signature campaign.
The Campaign
Sculpted in Green and Gold
Shot by the Norwegian photographer Sølve Sundsbø against a faceted backdrop of Graff green and gold, the campaign places Jung Kook inside the House’s own colour codes. He wears unisex pieces from the goldwear collection, styled with quiet restraint. Francois Graff, the House’s chief executive, calls him a cultural icon known for his multifaceted talents, a description the imagery sets out to prove.
The Collection
A Design Born of a Diamond
The Laurence Graff Signature collection takes the multifaceted geometry of a diamond and carries it into pure white, yellow and rose gold. Each creation is carved from a single piece of gold, catching light the way the House’s stones do. Necklaces, pendants, bracelets and earrings sit alongside newer designs built from bold chain links and graphic motifs.
The Ambassador
A Name the Gulf Already Knows
In the Gulf, BTS is not a distant phenomenon. The group’s audience here is large, loyal and fluent in the language of luxury, and unisex goldwear speaks easily to a region that layers and mixes with confidence. Jung Kook gives Graff a face that resonates from Kuwait City across the wider GCC. As he put it, he is “truly honoured to collaborate as a global ambassador for Graff, a brand that has built so many legends over the years.”
For Boujeez
Ambassador announcements are common currency in luxury. What makes this one land is the fit. A house defined by the discipline of the cut has chosen an artist known for the same, and the campaign lets that shared precision do the talking. For a Gulf reader watching how the great houses court this region, the signal is clear. The audience here is now part of the story, not an afterthought to it.