Jung Kook becomes Graff's first global ambassador in 66 years
Graff named BTS's Jung Kook its first global ambassador in 66 years and put him in the unisex Laurence Graff Signature line. The choice says as much about the jewelry house's growth plan as it does his luxury portfolio.
Anika Rao
Graff has named BTS's Jung Kook its first global ambassador in the London jewelry house's 66-year history. The July campaign puts him in layered pieces from Laurence Graff Signature, a unisex gold collection whose prices run from roughly $4,600 for a ring to $80,000 for a large chain necklace before tax.
That product choice matters. Graff built its reputation on exceptional stones, including the 1,109-carat Lesedi La Rona rough diamond it bought for $53 million in 2017. Jung Kook's debut campaign leads with gold chains, bangles, ear cuffs, pendants, and pavé rings that can repeat in stores and on social feeds without requiring a red carpet or a private high-jewelry appointment.
Why Graff wanted a global face now
Laurence Graff founded the family-owned house in London in 1960. Graff controls much of the journey from sourcing and cutting stones through design, workshops, and boutiques, a degree of vertical integration that supports its rare-diamond authority but can also make the brand feel remote to anyone outside the collector tier.
Asia has already become central to the business. Graff's Far East revenue rose from $328.6 million in 2022 to $441.8 million in 2023, offsetting a decline in U.S. sales. The house expanded with openings in China and Korea, while its current Korean store list includes boutiques in Seoul, Busan, and Incheon. A global campaign starring one of Korea's most recognizable performers follows the retail map.
Graff did test the K-pop relationship regionally first. TWICE's Sana became its first Japan ambassador in 2023 and later an Asia ambassador, fronting campaigns for the Butterfly collection. Jung Kook's title widens that strategy from a regional appointment to one face across markets.
The gold is the strategy
The Laurence Graff Signature line turns the facets of a diamond into carved white, yellow, and rose gold. It is also the house's first gender-neutral collection. Photographer Sølve Sundsbø shot Jung Kook against Graff's green-and-gold geometry wearing mixed metals and stacked pieces, which gives shoppers a styling lesson alongside the campaign image.
Jung Kook already has the category range to carry it. Calvin Klein has used him for global denim campaigns, and Hublot named him a global ambassador in February 2026. Graff adds fine jewelry without asking him to play a traditional gala client. The chains and cuffs sit naturally beside his tattoos and black tailoring, while the highest-ticket pieces preserve the house's distance from mass luxury.
Our read
Graff waited six decades to appoint a global ambassador, so the meaningful detail is the job it gave him. Jung Kook is introducing a more wearable, unisex entry point to a house still defined by record diamonds. For Graff, the campaign brings younger global attention closer to products that can sell repeatedly. For Jung Kook, it completes a luxury portfolio that now spans denim, watches, and fine jewelry without making the three contracts look interchangeable.
