Italian luxury jeweler Damiani has announced K-pop singer I.N as its new global brand ambassador. I.N, a member of the internationally acclaimed group Stray Kids, will front the brand’s global advertising campaign, which is set to launch after the summer.
Born Yang Jeong-in in 2001 in Busan, South Korea, I.N rose to fame as the youngest member of Stray Kids. He trained under JYP Entertainment and debuted with the group in 2018 with the EP I Am Not.
Sharing his excitement, I.N said, “I am really excited to embark on this new adventure with Damiani, a company synonymous with creativity and passion — values with which I identify, as an artist and as a person. It is an honor for me to become a global ambassador of the maison’s unique style and extraordinary excellence, which is expressed in the exquisite all-Italian craftsmanship.”
As ambassador, I.N joins American actress Jessica Chastain, who was announced as a Damiani ambassador last year and has since appeared in the brand’s campaigns. I.N also represents Bottega Veneta, showing his rising influence in the fashion and luxury space.
While Damiani has worked with male celebrities before — including actor Brad Pitt — I.N is among the few officially named male ambassadors for the brand. In 2022, South Korean actor Son Suk-Ku was also named an ambassador.
Guido Damiani, president of the Damiani Group, expressed his enthusiasm for the collaboration. “I am delighted to welcome I.N into the family. I am sure that he will interpret the essence of our creations with the flair that only a true artist like him possesses,” he said. “This collaboration reflects our strong momentum, not only in South Korea, but also globally. Together, we will achieve important goals.”
Stray Kids recently made Billboard history by becoming the first act to debut at number one on the Billboard 200 with each of their first six albums. I.N has contributed as a co-writer and co-composer on songs such as “Hug Me” and “Hallucination.”
The group is currently on its third world tour, DominATE, which has already attracted 400,000 fans across eight performances in five Latin American cities. The tour has also traveled through Asia and Oceania and will continue in Japan, North America, and Europe until July.
Founded in 1924 in Valenza, Italy, by Enrico Grassi Damiani, the Damiani jewelry house is known for its high-end craftsmanship. The brand has been worn by global celebrities such as Sharon Stone, Tilda Swinton, Sophia Loren, Gwyneth Paltrow, Isabella Rossellini, and Jennifer Aniston. Last year, Damiani celebrated its 100th anniversary with a traveling exhibition titled Damiani 100 x 100 Italiani, showcasing unique pieces that reflect its heritage.
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