Patrixia C

Watching the discussions surrounding Graff’s new campaign with #Jungkook, I’ve noticed that many people are comparing it to his previous campaign for the brand, other brands and the work of other ambassadors😑They discuss the makeup and retouching, say he doesn’t look like himself, and some even claim the result looks AI-generated🧐 💎GRAFF is one of the world’s most renowned high jewellery houses. Its campaigns are not simply beautiful portraits of celebrities wearing jewellery. The entire visual concept matters: the lighting, shapes, shadows, textures and the way the beauty of the jewellery and diamonds is brought to life through the imagery. Their rarity, clarity, cut and brilliance. The cool, almost sculptural aesthetic of this new campaign, the carefully defined features, striking shadows and meticulous retouching all fit this approach. Every detail is designed to highlight the beauty and exceptional quality of the stones. 📷The photographer, Sølve Sundsbø, is known for his distinctive artistic style. His work often feels more like fine art than conventional fashion photography. And this is something worth understanding: the brand has its own aesthetic, the photographer has his own creative vision and the artist becomes part of the world they create. I find the argument that 'he doesn’t look like himself' rather strange. What is he supposed to look like? The way we see him during his livestreams? With his familiar hairstyle and no carefully crafted lighting? Should every brand campaign featuring him look exactly the same?🤦🏻‍♀️ And what about the campaign launch video?🫠 You simply can’t take your eyes off Jungkook. He fits the brand’s concept so brilliantly. His movements are quite different from what we’re used to seeing: precise, restrained, and occasionally sharp. Gaze and facial expressions shift with the light: at times almost cold, then suddenly coming alive with countless reflections in his eyes and his bright smilе✨️He conveys the mood of the campaign not just through the jewellery, but through his expressions, his gaze and every movement. The creative team built the visual world and Jungkook brought it to life. Of course, some people prefer more natural-looking photographs, while others may not like this kind of retouching or makeup. And that’s perfectly fine, we all have different tastes. But an unfamiliar image doesn’t automatically mean poor work, and unusual editing alone is not proof of AI use. Jungkook isn’t afraid to try new things. He doesn’t get stuck in one image or endlessly repeat what audiences once liked. He keeps up with the times, embraces experimentation and is willing to explore completely different directions. Just look at how different his Calvin Klein and Graff projects, both unveiled yesterday, are. They represent two entirely different aesthetics and he brings something unique to each of them. I don’t believe Jungkook takes on projects like these without understanding the creative vision behind them or the world he is stepping into. He has been in this industry for a long time, knows the value of his name and understands the opportunities these collaborations can bring. He has his own vision, ambitions and desire to grow. It would be strange to expect him to spend his entire career staying within the same image simply because some people feel more comfortable with it. Jungkook doesn’t have to appeal to everyone with every new look. But he certainly deserves the freedom to be different. I find it far more interesting to watch an artist who keeps experimenting, discovering new sides of himself and stepping beyond what is familiar than someone who spends their entire career trying to live up to other people’s expectations🤷🏻‍♀️ In this campaign, Jungkook is as multifaceted as the diamonds he represents💎. Depending on the light, the angle and the movement, they reveal completely different facets. And he knows how to do the same ✨️ JUNGKOOK FOR GRAFF #JUNGKOOKxGRAFF #JungkookForGraff