K-pop sensation I.N, a member of the group Stray Kids, is the latest face of the Italian luxury jewelry house Damiani. The "Winter Whites" holiday campaign features the artist in a series of high-fashion portraits shot across historic Italian palazzos.
The Belle Époque and Belle Époque Reel jewels worn by I.N
In the new "Winter Whites" campaign, Stray Kids' I.N is styled in a blend of demure Safari tops and leather blazers, creating a modern contrast agianst the backdrop of frescoed walls and antique furniture. According to the report, the South Korean star is showcasing pieces from Damiani’s Belle Époque and Belle Époque Reel collections, most notably the brand's signature cross pendant.
The visual direction of the campaign was handled by art director Christopher Simmonds and captured by London-based photographer Larissa Hofmann. The imagery aims to evoke a sense of timeless Italian elegance,pairing I.N with co-star Boscono,who wears pieces from the Margherita and Mimosa collections.. This juxtaposition of contemporary K-pop influence and classical European architecture signals a strategic effort by Damiani to bridge the gap between heritage luxury and global youth culture.
From Brad Pitt to Stray Kids: Damiani's century-long celebrity strategy
The selection of I.N is a continuation of a long-standing tradition for Damiani, which was founded in Valenza, Italy, in 1924 by Enrico Grassi Damiani. For a century, the brand has leveraged the star power of global icons to maintain its prestige. As the report notes, the jeweler's previous campaigns have featured a roster of A-list talent including Brad Pitt, Sharon Stone, Jennifer Aniston, and Jessica Chastain.
This move reflects a broader shift in the luxury sector where heritage European houses are increasingly pivoting toward K-pop idols to secure relevance with Gen Z and Millennial consumers. By placing I.N—who debuted in 2018 with the EP "I Am Not"—alongside names like Tilda Swinton and Sophia Loren, Damiani is effectively updating its brand identity. The transition from Hollywood royalty to K-pop royalty allows the brand to maintain its "timeless" image while tapping into the immense digital footprint and loyalty of the Stray Kids fandom.
The 2027 Watches and Wonders debut for the Italian jeweler
While the current focus is on the "Winter Whites" jewelry campaign, Damiani is preparing for a significant expansion into the horology market. The brand has confirmed its intention to join the exhibitor lineup at Watches and Wonders in 2027, one of the world's most prestigious watch trade fairs.
This upcoming move suggests that Damiani is looking to diversify its portfolio beyond high jewelry. By establishing a stronger presence in watchmaking, the company can offer a more comprehensive luxury lifestyle experience. The timing of this expansion, coupled with the recruitment of global ambassadors like I.N, indicates a growth phase intended to increase the brand's visibility in Asian markets, where luxury watches and high jewelry often see the highest growth rates.
What the partnership means for I.N's role as a formal ambassador
Despite the high-profile nature of the "Winter Whites" shoot, several details regarding the professional relationship between the artist and the brand remain unclear . While the source mentions that I.N is not the first formal male ambassador for Damiani, it does not specify whether this is a long-term global partnership or a limited-edition holiday collaboration.
Furthermore, it remains to be seen if I.N will be involved in the brand's 2027 push into the watchmaking category or if his role is strictly confined to the jewelry collections.. Because the report focuses primarily on the visual campaign, the specific terms of the ambassadorship—such as exclusivity or regional focus—have not been disclosed by either the artist's management or the Italian house.
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