BTS’ JungKook named Graff’s first ever global ambassador

Graff has named Jungkook of BTS BTS K-POP GROUP BTS (방탄소년단) is a South Korean K-pop group formed by BigHit Music and debuted on June 13, 2013. The group consists of seven members: RM, Jin, SUGA, j-hope, Jimin, V, and Jungkook. Known for their powerful performances, me as its new Global Ambassador, marking a historic milestone in the British luxury jewelry house’s 66 year history.

The announcement was made on July 2, 2026, alongside a new campaign featuring Jungkook as the face of the Laurence Graff Signature collection. In the visuals, the artist wears pieces from the brand’s iconic goldwear line, known for its sculptural designs and refined approach to contemporary jewelry.

The Laurence Graff Signature collection reflects Graff’s identity as one of the world’s most prestigious high jewelry houses. Inspired by the geometry of a diamond, the pieces reinterpret the way stones catch, reflect and refract light through designs crafted in white, yellow and rose gold. Each creation is carved from a single piece of gold, highlighting the brand’s focus on craftsmanship and its legacy in exceptional jewelry making.

Graff CEO François Graff praised Jung Kook’s influence and artistic presence, describing him as a cultural icon whose performances are both bold and refined. He also noted that, much like Graff pushes the boundaries of high jewelry, Jungkook continues to challenge creative limits through his work.

Jung Kook also shared his appreciation for the appointment, saying he was profoundly honored to represent the luxury house.

JungKook is the face of Graff’s Laurence Graff Signature campaign, marking a historic partnership with the luxury jeweler. Credits: Graff

The news quickly gained attention among fans, who celebrated the partnership as another major moment in Jungkook’s international career. Many highlighted the significance of Graff choosing him as its first ever Global Ambassador, especially considering the brand’s long standing reputation in the luxury jewelry industry.

Founded in London, Graff is globally recognized for its rare diamonds, exceptional craftsmanship and high jewelry creations. By naming Jungkook as its first Global Ambassador, the brand is opening a new chapter that connects its heritage with one of today’s most influential global artists.

The appointment also adds to Jungkook’s growing presence in the luxury market. In recent years, the artist has become associated with several major global brands, further strengthening his role as one of the most visible korean figures across music, fashion, beauty and lifestyle.

Beyond the prestige of the title, Jungkook’s partnership with Graff reflects a broader shift in the luxury industry, where global music stars, especially K-pop artists are increasingly shaping brand visibility and cultural relevance. His selection as first ever Global Ambassador not only reinforces his individual impact, but also shows how korean artists continue to redefine influence across music, fashion and luxury.