Graff

Jul 2026

In a striking convergence of high-fashion editorial aesthetics and global star power, the Laurence Graff Signature campaign places musician Jung Kook at the center of a sophisticated visual narrative. Eschewing the conventional trappings of traditional jewellery advertising, this project leans into an edgy, contemporary sensibility that harmonizes the house's storied luxury heritage with a modern, rebellious spirit. Captured through the lens of photographer Sølve Sundsbø, the campaign utilizes precise studio strobe lighting to emphasize the intricate metallic sheen of yellow gold chains, rings, and geometric bracelets against the subject's contrasting ink tattoos. Creative director Tim Holloway orchestrates this balance, supported by the deliberate, minimalist styling of Youngjin Kim, which allows the ornate jewellery pieces to command attention against a sleek, dark green environment defined by sharp, abstract line patterns designed by set designer Andy Hillman. The result is a series of commercial portraits that read as both intimate and monumental, effectively repositioning the Signature collection for a new generation of style-conscious consumers. By prioritizing a clean, high-contrast composition, the collaboration highlights the interplay between raw personal identity and refined craft, cementing a bold new chapter for the brand while maintaining the technical excellence inherent in its visual identity through cinematic framing and careful attention to metallic texture.

Commercial, Commercial

Studio strobe, Studio strobe

Jewellery, Fashion