Stray Kids' I.N Fronts Damiani's "Winter Whites" Holiday Campaign

Stray Kids member I.N and model Mariacarla Boscono star in the holiday campaign of Damiani, the Italian jewellery and watch house, under the title "Winter Whites."

I.N, whose full name is Yang Jeong-in, is one of the members of Stray Kids, the South Korean K-pop group. He was born in Busan, South Korea, in 2001. He debuted as a vocalist with the group in 2018 with the EP "I Am Not."

The campaign was photographed by Larissa Hofmann, with art direction by Christopher Simmonds, according to WWD. I.N wears jewels from two Damiani lines, Belle Époque and Belle Époque Reel, including the house's signature cross pendant. Boscono wears pieces from the Margherita and Mimosa collections. Her looks include a white gold high jewelry necklace and earrings set with diamonds, sapphires and opals. High jewelry is the top tier of a jeweller's output, with one-of-a-kind or small-run pieces built around precious stones.

I.N is not new to the brand. Earlier this year, he fronted a Damiani campaign called "Damiani Icons" alongside Boscono, which WWD reported in June. A Damiani video posted to the brand's Facebook page in October describes him as a global ambassador for the house. The brand has used well-known faces before, too. In 2022 it named South Korean actor Son Suk-Ku as an ambassador.

Damiani was founded in 1924 in Valenza, Italy, by Enrico Grassi Damiani. Valenza is a town long associated with jewellery making. The house is also moving into a new setting. It will exhibit at Watches and Wonders in 2027, the Geneva fair where watch and jewellery brands show new pieces to retailers and the press.

For fans of Stray Kids, the campaign puts I.N in front of a different audience, one used to seeing jewellery adverts in glossy magazines and on luxury brand websites. For the brand, pairing a K-pop performer with an established Italian model reaches two groups of buyers at once. Damiani has not said how many people the campaign is meant to reach, and no sales figures for the campaign have been released.

The campaign and the Geneva fair plans make the next year busy for the house. The holiday season is when jewellery sales usually rise, and the new campaign runs in the weeks before it.