DOUBLE TAKE: Stray Kids’ member I.N — clad in daywear and stacks of Damiani jewelry — fronts the brand’s latest ad campaign, alongside supermodel Mariacarla Boscono, for the second time.
In sync with the Italian jeweler’s legacy of conscripting celebrities for its ad campaigns, the member of the K-pop band — who was named global brand ambassador of Damiani a year ago — follows in the footsteps of other leading stars, from Jessica Chastain and Brad Pitt to Sharon Stone and Jennifer Aniston.
Shot by German, but London-based photographer Larissa Hofmann and with art direction by Christopher Simmonds, the campaign, titled “Damiani Icons,” is a continuation of the concept of Italian timeless elegance introduced with the previous ads fronted by the pair last year and previously by 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.
Stray Kids’ I.N fronts the latest Damiani ad campaign.
Larissa Hofmann/Courtesy of Damiani
The K-pop sensation is captured in a demure quarter-zip knit and tailored pants donning jewels from Damiani’s Belle Époque Reel collections, while Boscono, wrapped in a see-through magenta dress, sports pieces from Mimosa, another signature Damiani collection. In a second portrait, the supermodel wears a rusty orange dress accessorized with earrings and a necklace from the jeweler’s newfangled Margherita Bloom range.
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.
Stray Kids set a milestone by becoming the first act in the history of the Billboard 200 to debut at number one with their first six charting albums. I.N has cowritten and co-composed the tracks “Hug Me” and “Hallucination.”
Mariacarla Boscono fronts the latest Damiani ad campaign.
Larissa Hofmann/Courtesy of Damiani
The storied Damiani high jewelry brand 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 earlier this week, 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.
