Graff Taps BTS’ Jung Kook As Global Ambassador

by · WWD
Jung KookCourtesy of Graff

SHINING MOMENT: Graff has tapped Jung Kook as its latest ambassador.

The jeweler dropped a campaign on Thursday to introduce the BTS member and K-pop star’s new role.

“Jung Kook is a cultural icon, recognize for his multi-faceted talent,” said François Graff, chief executive officer of the jewelry house. “Bold and refined, he always offers remarkable performances. Just like Graff, which strives to push the boundaries of high jewelry, [he] explores and constantly surpasses those of his creativity.”

The South Korean musical artist said he was “profoundly honored” to be Graff’s newest ambassador, describing the house as “the originator of so many legends throughout the decades.”

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In the campaign, he sports new larger designs from the Laurence Graff line, which reinterprets the founder’s knack for finding and cutting exceptional diamonds as faceted precious metal links.

The announcement comes as BTS – whose other members are RM, Jin, Suga, J-Hope, Jimin and V – is on the European leg of the global tour for its “Arirang” album, with upcoming dates in Belgium, London, Germany and Paris.

Jung Kook was named ambassador for watchmaker Hublot in February.