BTS member Jung Kook has officially broken into a new domain of luxury fashion, becoming the first Global Brand Ambassador of the iconic British high-jewelry house, “The King of Diamonds” – Graff. Sponsored by the 66-year-old brand, the partnership is a huge first for the brand, which has always been deeply connected to its gemstones’ prestige and quality.
The cooperation will be launched by a shoot with the far-reaching fashion photographer Sølve Sundsbø for the campaign of the Laurence Graff Signature Collection, in which Kook will be featured as a model.
The campaign incorporates contemporary and gender-neutral takes on Graff’s signature approach, the style treating everything in monochromatic shades, and the jewelry designs in sharp diamonds. Needless to say, many fans and collectors of luxury items are now interested in which actual Graff pieces Jung Kook wears and want to know where to get them?
A Historic Campaign for Graff
The Laurence Graff Signature Collection pays homage to Graff founder Laurence Graff and showcases the geometric genius of expertly-cut diamonds in wearable jewellery. The collection features sleek lines and luxurious materials, such as 18K white gold, yellow gold, rose gold and pavé-set diamonds.
In the campaign images, Jung Kook’s attire is minimalistic, consisting of an all-black outfit, leaving the jewelry to be the standout detail. The styling is focused on layering, confidence, and individuality, each of which are well suited for a modern interpretation with Graff and a personal aesthetic for Jung Kook.
Exact Pieces Worn by Jung Kook
While Graff hasn’t given an official styling breakdown, clearly there are several elements that can be spotted from the Laurence Graff Signature Collection on the campaign.
1. Laurence Graff Signature Bold Chain Link Necklace
One of the campaign’s eye-catching pieces is the statement necklace. It is made using oversized geometric chain links, inspired by the facets of a jewelled diamond, and is a strong look that will produce a bold and elegant silhouette which will look just as striking in a classic or contemporary ensemble.
The estimated price range is from USD18 thousand to USD30 thousand per diamond based on the combination of metal/diamond.
2. Laurence Graff Signature Two-Row Diamond Ring
Jung Kook is seen sporting more rings, all of which have Graff’s signature faceted design. A pair of sculptural gold topped with a pavé catch-all diamond brings a modern twist to the two row iconic diamond scheme.
It is estimated that this will cost around US$9,000 to US$15,000.
3. Laurence Graff Signature Faceted Bangle
They have the elegant white, yellow, rose gold faceted bangle as part of the campaign as well. Some have pavé diamonds while others make a more minimalist polished finish.
The estimated price of the machine varies between US$12000 and US$25000, depending on the selected Design.
4. Stackable Signature Bands
Several slim rings are stacked on Jung Kook’s fingers, embodying one of the primary looks of the collection. These bands should be layered in various gold tones of the entire piece to create a custom look.
Estimated prices: Relying on the rule of thumb that seems to be US$3,500 to US$8,000 per ring.
5. Laurence Graff Signature Pendant Necklace
This campaign also has a beautiful geometric pendant based on the regular geometric shape of a perfectly cut diamond. The necklace is a blend of elegance and practicality.
Estimated Value is around US$10-20,000.
Please remember prices can differ based on the weight of the diamond, the diamonds precious metal of choice, availability and taxes in your area. Many of Graff’s high jewelry pieces are custom, so look at store-to-store sales prices.
The Design Philosophy Behind the Collection
The Laurence Graff Signature Collection is inspired by one of nature’s most remarkable creations, the diamond. The geometric forms of the bangles, necklaces, rings and pendants are reminiscent of the geometric angles of gemstones that are expertly cut, lending the collection a distinct architectural look.
Graff is not only an old fashioned luxury brand it has taken up modern designs as well. This collection promotes layering one piece over the other, ensuring that when a girl wears a piece of fine jewelry it has taken on a new meaning that matches her personality.
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Why was Jung Kook the Perfect Choice?
This is the evolution of who Jung Kook has become one of the world’s most influential luxury ambassadors. A natural progression for Graff’s shift in the direction of their brand is his seamless collection of streetwear to luxury clothing and watches to beauty to now to fine jewelry.
His collaboration is also indicative of a changing luxury buying market, being dominated by younger buyers. As for it’s the first time in the tenure of the brand history that the group is engaging a worldwide audience, valuing craftsmanship style, individuality and contemporary fashion, to mark it up with the same exclusivity that the brand carries.
Where to Buy the Laurence Graff Signature Collection?
Only in the official Graff stores and at the official website it is possible to sell the Laurence Graff Signature Collection products. In Southeast Asia, shoppers can venture out to relish the collection at select flagship stores such as:
- Singapore – ION Orchard
- Royalty alleys – Bangkok shopping centers.
- Boutiques throughout Asia under the Major’s authorization
Many pieces are handcrafted or to measure, so it is advisable to make an appointment for a ’boutique’ tour to view and consult with Graff.
FAQs
What is the Laurence Graff Signature Collection?
The Laurence Graff Signature Collection is a luxury jewellery range inspired by geometric beauty, of diamond cuts. It sells necklaces, bracelets, rings, earrings and pendants in 18kt gold with optional pavé diamonds.
Is Jung Kook the first Graff global ambassador?
Yes. The move is a milestone for the luxury jeweler, as it has been a long time since Graff signed its first Global Brand Ambassador after founding it more than 60 years ago.
What is the cost of Jung Kook’s pieces?
The values of pieces donated to the campaign are typically around US$3,500 for pieces which may be added to an existing necklace or bracelet, and more than US$30,000 for statement necklaces.
