Jung Kook Continues Collaboration with GRAFF! "I Wish" Holiday Campaign Debuts featuring a Seven-Carat Diamond Ring
Tucking wishes inside a jewelry box
Summary
- BTS member Jung Kook stars in GRAFF's "I Wish" holiday campaign as global brand ambassador.
- The collaboration continues to spotlight Laurence Graff Signature, featuring geometric gold jewelry pieces inspired by diamond facets.
- In the holiday film, Jung Kook opens a jewelry box to reveal a 7-carat oval diamond ring flanked by heart-shaped side stones.
Jung Kook and GRAFF’s partnership opens a new holiday chapter. On November 5, the brand unveiled its new “I Wish” campaign, with global brand ambassador Jung Kook returning to model the Laurence Graff Signature collection. From gold jewelry portraits to the moment he opens a jewelry box, the campaign turns the focus toward holiday wishes and blessings.
Understanding the connection between Jung Kook and GRAFF through his global ambassadorship
images from/GRAFF
When GRAFF announced the partnership, it kicked off with the Laurence Graff Signature campaign starring Jung Kook. Brand CEO François Graff noted that he valued Jung Kook’s blend of boldness and nuance in his performances, along with his ongoing dedication to creative exploration—qualities that mirror the brand’s own pursuit of jewelry craftsmanship.
The Laurence Graff Signature collection, a key part of their partnership, translates the faceted geometry of diamonds into gold silhouettes. Spanning chain necklaces, earrings, bangles, and rings, sharp angles and sculptural lines serve as shared design features. With options in yellow gold, white gold, and rose gold, wearers can express their personal style through mixing and matching.
“I Wish” holiday chapter: placing blessings inside a jewelry box
images from/GRAFF
Continuing his ambassador role, Jung Kook models the collection’s jewelry in an all-white look for the latest “I Wish” campaign. Layered necklaces, earrings, bangles, and rings allow the faceted metal’s shine to stand out clearly against the clean backdrop.
Another scene in the film catches the eye: he holds a GRAFF jewelry box, and as the lid opens, a seven-carat oval diamond ring flanked by heart-shaped diamonds comes into view. Tying into the theme of holiday wishes, this gesture gives a concrete image to gifting and blessings.
The behind-the-scenes footage released alongside the campaign captures his process of modeling the jewelry for the camera. From brand ambassador imagery to the holiday video, the partnership uses different settings to present multiple sides of the same collection.
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