Graff unveils Jung Kook of BTS as its new global ambassador in a bold campaign celebrating the Laurence Graff Signature collection. Photographed by Sølve Sundsbø against a faceted Graff green and gold backdrop, Jung Kook embodies the collection’s contemporary spirit, strength and unmistakable modernity.

Born from the geometry of a diamond, the Laurence Graff Signature collection transforms precise, multifaceted forms into sculptural creations in white, yellow and rose gold. Meticulously carved from a single piece of gold, each design reflects the way Graff diamonds catch, refract and illuminate light.

Jung Kook wears an edit of necklaces, pendants, bracelets and earrings, including new designs that extend the collection’s signature faceted silhouette through bold chain links and graphic motifs. Designed to be mixed, layered and worn with individuality, the creations offer a contemporary expression of personal style.

Known for his multifaceted talent and bold yet refined performances, Jung Kook brings a distinctive energy to the campaign. His dedication to creativity and craft reflects the same pursuit of excellence that has defined Graff for more than 65 years.

The Laurence Graff Signature collection pays tribute to founder Laurence Graff’s legacy of discovering, cutting and polishing the world’s most extraordinary diamonds. Through sculptural silhouettes, luminous pavé details and precise craftsmanship, the collection carries the House’s diamond heritage into a bold new era.