THREE’S A TREND: Damiani ambassador I.N, a member of K-pop sensation Stray Kids, is back in front of the camera for the Italian jeweler’s holiday campaign, alongside model Mariacarla Boscono.
Titled “Winter Whites” and shot by German, but London-based photographer Larissa Hofmann and with art direction by Christopher Simmonds, the campaign is a continuation of the concept of Italian timeless elegance introduced with the previous two ads fronted by the pair, and previously by Jessica Chastain.
The sophisticated portraits of I.N and Boscono are set against richly decorated Italian palazzos, with frescoed walls, molding and antique furniture visible in the background, alongside flower bouquets.
The South Korean star is captured in a demure Safari top or leather blazer donning jewels from Damiani’s Belle Époque and Belle Époque Reel collections, including the signature cross pendent. Boscono, clad in sophisticated cocktail attire, sports pieces from the Margherita and Mimosa collections, including a high jewelry set comprising a white gold necklace and earrings decked in diamonds, sapphires and opals.
Stray Kids’ I.N fronts the holiday Damiani ad campaign.
Larissa Hofmann/Courtesy of Damiani
Born in Busan, South Korea, in 2001, Yang Jeong-in, known as I.N, debuted as a vocalist with Stray Kids in 2018 with the EP “I Am Not.”
The Stray Kids’ member is not the first formal male ambassador for Damiani, which has a track record of linking with male celebrities. In 2022, the jewelry company named South Korean actor Son Suk-Ku an ambassador.
The jewelry brand has a legacy of conscripting celebrities for its ad campaigns, from Chastain and Brad Pitt to Sharon Stone and Jennifer Aniston.
Mariacarla Boscono fronts the holiday Damiani ad campaign.
Larissa Hofmann/Courtesy of Damiani
The storied Damiani was founded in Valenza, Italy, in 1924 by Enrico Grassi Damiani and has gained praise from celebrities including Aniston and Stone, as well as Tilda Swinton, Sophia Loren, Gwyneth Paltrow and Isabella Rossellini, among others.
As reported, leading watch trade fair Watches and Wonders revealed that Damiani is joining the exhibitors’ lineup in 2027, signaling a further push in the watchmaking category for the Italian brand.