Rabat – On July 1, the luxurious British jewelry and watches brand, Graff; appointed BTS’ member Jung Kook as its first global ambassador.

This announcement makes the Korean star the first person to hold the role in the 66-year history of Graff.

The new Lawrence Graff campaign starring Jung Kook is shot by Norwegian photographer Solve Sundsbo. The campaign places him against a faceted backdrop in the house’s signature green and gold. 

The collection reworks the precise geometry of a cut diamond into contemporary jewelry made from white, yellow, and rose gold, with each piece carved from a single block of metal, inspired by the way Graff’s stones catch and refract light. 

Jung Kook weird necklaces, pendants, bracelets, and earrings from the line.

Speculation had been building for weeks. Fans spotted Graff pieces on Jung Kook’s hands on June 23, as he was leaving for BTS’ Madrid tour stop, and again during his Weverse livestreams.

François Graff, the house’s CEO, called Jung Kook “a cultural icon” as a recognition of his multifaceted talent. The BTS member, for his part, said he was honored to collaborate as global ambassador for a brand that “has built so many legends over the years.”

Graff has previously worked with a few Asian pop stars, including TWICE’s Sana and Thai actors Gulf Kanawut and Prim Chanikarn, but Jung Kook’s appointment is a clear step up in scale. 

He is arguably the most commercially influential K-pop act globally right now. Jung Kook is set to headline the FIFA World Cup Final halftime show with BTS on July 19 at MetLife Stadium alongside Madonna and Shakira. 

The deal adds to an already crowded portfolio. Jung Kook has previously collaborated with major names in Fashion such as Hublot and Chanel Beauty, alongside his long-running partnership with Calvin Klein.

Graff is also the kind of house who historically collaborated with royalty and has a reputation for one of the industry’s highest average transaction prices. 

Fans were quick to point out the shift in  branding Graff is taking and the fact that pop stars are becoming more influential than royalty.