K-pop idol I.N and supermodel Mariacarla Boscono elevate Italian elegance in Damiani’s latest high jewellery campaign.
The youngest member of Stray Kids, I.N, has been chosen as the lead face of Damiani, the prestigious Italian high jewellery maison. Beside him, the iconic Mariacarla Boscono completes a timeless visual narrative, shot within Italian palazzos that evoke the grandeur of a Renaissance painting.
The campaign — artistically directed by Christopher Simmonds and photographed by Stef Mitchell — unfolds in two phases. The first, already released, features I.N wearing jewels from the Belle Époque and Belle Époque Reel collections, paired with simple yet immaculate styling: a crisp white shirt, denim and a sleeveless vest. The second chapter, with Boscono taking centre stage, will be unveiled soon, showcasing high jewellery creations such as the Mimosa necklace in rose gold with diamonds and morganite.
The addition of I.N as a global ambassador for Damiani — a role he also holds with Bottega Veneta — cements the rising influence of K-pop within Europe’s luxury houses. Since debuting in 2018 with Stray Kids, the group has already broken Billboard records, with I.N co-writing tracks like Hug Me and Hallucination.
Marking its centenary in 2024, Damiani continues to blend history, celebrity and artistry. From Sharon Stone to Jessica Chastain and Jennifer Aniston, the maison’s legacy now expands with a new face: one that embodies a fresh global generation of luxury and aesthetic sensibility.
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