The BTS star begins his Graff journey by appearing in the jewellery brand's latest campaign, wearing the new Laurence Graff Signature collection.

BTS' <a href="https://www.lofficielsingapore.com/fashion/calvin-klein-jung-kook-seventeen-mingyu-tokyo">Jung Kook</a> has officially joined Graff as the British jeweller's global ambassador. He makes his debut for the jewellery brand by appearing in a new <a href="https://www.lofficielsingapore.com/fashion/jung-kook-bts-jungkook-stars-calvin-klein-spring-summer-2026-denim-campaign-photos">campaign</a>, which spotlights the bold Laurence Graff Signature collection, marking the start of a new chapter for the house.
Photographed by London-based photographer Solve Sundsbo, the campaign sees Jung Kook posing against a striking green-and-gold backdrop, which is inspired by the facets of a diamond. Wearing pieces from the Laurence Graff Signature collection, the <a href="https://www.lofficielsingapore.com/jewellery/bts-jung-kook-hublot-global-ambassador-news">global ambassador</a> embodies the craftsmanship and modern design language that have long defined Graff.

Courtesy of Graff.

"<a href="https://www.lofficielsingapore.com/beauty/bts-jung-kook-named-global-ambassador-for-chanel-fragrance-beauty">Jung Kook</a> is a cultural icon, recognised for his multifaceted talent," says Graff CEO François Graff. "Bold and refined, he always offers remarkable performances. Just like Graff, which strives to push the boundaries of high jewellery, [he] explores and constantly surpasses those of his creativity," adds Graff.
The Laurence Graff Signature collection draws inspiration from the geometric facets of a perfectly cut diamond. Clean lines are translated into sculptural pieces crafted in white, yellow, and rose gold, creating jewellery that appears architectural yet feels easy to wear.
The collection includes necklaces, pendants, bracelets, earrings, and ear cuffs. Alongside its signature designs, Graff also introduces new pieces that reinterpret the faceted motif through bold chain links and graphic silhouettes, encouraging layering and personal styling.

At its core, the Laurence Graff Signature collection reflects founder Laurence Graff's lifelong philosophy of discovering, cutting, and polishing exceptional diamonds. Each piece carries that legacy forward while offering a modern approach to fine jewelry that can be mixed, layered, and worn every day.
Commenting on the partnership, Jung Kook says, "It is a tremendous honour to join Graff as its global ambassador. Graff has built a remarkable legacy over many years, and I am incredibly honoured to be working with the brand."

Jung Kook Is Graff's Newest Global Ambassador

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