BTS’ Jung Kook appointed as new ambassador for Graff 

BTS has been dominating headlines for months now, especially with their ongoing World Tour, Jimin’s appearance at the recent Dior Men’s show, and not to mention Jung Kook’s recent (and viral) livestream in his now-iconic Calvin Klein denim look, where he left fans in absolute awe. It’s clear Jung Kook has a magnetism that extends well beyond the fandom and let’s just say brands are taking notice too. The latest to fall under his spell: British multinational jeweller Graff.

The signs first appeared on June 23, 2026, when Jung Kook was spotted at the airport departing South Korea for BTS’s Madrid tour stop, greeted by fans before takeoff. Eagle-eyed fans quickly clocked the rings stacked on both his hands — pieces later identified as Graff, reportedly from the brand’s new Laurence Graff Signature collection. He’d also been seen wearing Graff pieces during his Weverse live sessions, fuelling speculation that an official partnership was coming.

But, the rumours were finally put to rest when Graff confirmed the news on July 1, 2026, on Instagram with a 15-second teaser of Jung Kook in their latest campaign.

Shot by acclaimed Norwegian photographer Sølve Sundsbø, the campaign sees Jung Kook set against a faceted Graff green-and-gold backdrop — the House’s signature colour codes — wearing unisex pieces from its iconic goldwear collection.

The designs draw their DNA from the diamond itself, translating its precise, multifaceted geometry into contemporary jewellery crafted in white, yellow, and rose gold. Each sculptural piece is carved from a single block of gold, inspired by the way Graff’s stones catch, reflect, and refract light which is a nod to the House’s legacy of craftsmanship.

In the campaign, Jung Kook wears a range of pieces from the Laurence Graff Signature collection, including necklaces, pendants, bracelets, earrings, and stackable ear cuffs. 

Graff CEO François Graff called Jung Kook a “cultural icon” whose bold yet refined performances reflect the same creative boundary-pushing the House aims for in its jewellery. 

And in turn, Jung Kook also shared that he felt honoured to join a brand with such a storied legacy.

The Laurence Graff Signature collection pays tribute to founder Laurence Graff OBE’s decades-long legacy of discovering, cutting, and polishing some of the world’s most exceptional jewels. True to that spirit, the collection is designed to be worn on the wearer’s own terms — mixing metals, layering pavé diamond pieces, and styling freely, much like Jung Kook does in the campaign visuals.

The new Laurence Graff Signature campaign featuring Jung Kook officially launched on 1 July 2026.