The Italian luxury jewelry house Damiani has officially named Stray Kids’ I.N (아이엔) as its newest brand ambassador in May 2025, following months of growing anticipation from fans and fashion insiders. The partnership began to generate buzz earlier this year when I.N was featured in a stunning Dazed Korea editorial released in January, wearing pieces from Damiani’s iconic Belle Époque and Belle Époque Reel collections. Known for its exquisite craftsmanship and timeless elegance, Damiani saw in I.N the perfect blend of refined sophistication and youthful magnetism. From the brand’s deep-rooted Italian heritage to I.N’s rise as a global style icon, here’s a closer look at this high-profile collaboration and how fans can support their favorite idol in his new role.
I.N for Damiani (Dazed Magazine – January 2025) PH: Amer Mohamad
Chapter I – The Origin Story of Damiani
Founded in Valenza, Italy in 1924 by master goldsmith Enrico Grassi Damiani, Damiani began as a small family-run jewelry workshop. Enrico’s commitment to handcrafted precision, innovative design, and high-quality gemstones quickly earned the brand a reputation among Italy’s most elite clientele. From its earliest creations, Damiani positioned itself at the intersection of tradition and artistry, delivering unique pieces that combined technical mastery with emotional storytelling.
Unlike many luxury brands that changed hands over time, Damiani has remained family-owned for three generations. Today, the company is led by Guido Grassi Damiani, Enrico’s grandson, who continues to honor the brand’s legacy while driving it forward into new markets. This continuity has allowed Damiani to stay true to its values, authenticity, Italian elegance, and artisanal excellence, while also evolving to meet the demands of the global luxury consumer.
Courtesy of Damiani
International Awards and Recognition
Damiani is the only jewelry brand in the world to have received 18 Diamonds International Awards, often called the Oscars of the jewelry industry. These accolades speak not just to the brand’s beauty but also to its originality and craftsmanship. From red carpets to royal families, Damiani’s pieces have adorned some of the most influential figures across the world.
Over the decades, Damiani has released a number of iconic collections, including the Belle Époque, D.Side, Eden, and Mimosa. These collections embody the brand’s ability to blend timeless beauty with contemporary flair, making Damiani a favorite among fashion-forward individuals and celebrities alike.
Chapter II – Damiani’s A-List Legacy: From Hollywood Icons to K-pop Stars
Damiani’s legacy of elegance has made it a go-to choice for celebrities on the red carpet, at film festivals, and during high-profile events. From the Cannes Film Festival to the Venice Film Festival, the brand’s dazzling pieces have been worn by international stars, adding a touch of timeless luxury to every appearance.
Throughout the years, Hollywood and European celebrities have embraced Damiani’s exquisite jewelry. Sophia Loren, Brad Pitt, Sharon Stone, and Jennifer Aniston are just a few of the iconic names associated with the brand. In fact, Brad Pitt famously collaborated with Damiani in the early 2000s to co-design a collection of engagement rings, a true testament to the brand’s creative influence and global reach.
Jessica Chastain was announced ambassador of the Italian Brand in 2024.
Courtesy of Damiani
A Symbol of Luxury and Prestige
Damiani’s celebrity collaborations are not just about glamour; they reflect the brand’s dedication to creating jewelry that resonates emotionally and stylistically. Whether it’s an elegant diamond necklace or a bold cocktail ring, Damiani’s pieces are designed to tell a story; one of status, heritage, and refined beauty.
With its recent move to appoint Stray Kids’ I.N as brand ambassador, Damiani is strategically aligning itself with a younger, global audience. This marks a new chapter in the brand’s celebrity history; one that fuses Italian craftsmanship with the global cultural wave led by K-pop. The partnership showcases Damiani’s ability to remain relevant while staying rooted in its artistic DNA.
Chapter III – The New Era of Ambassadorship
I.N for Damiani (Dazed Magazine – January 2025) PH: Amer Mohamad
I.N and Damiani: A Perfect Match of Elegance and K-Pop Charisma
I.N, born Yang Jeong-in in 2001 in Busan, South Korea, is rapidly making a name for himself not only in music but also in the world of high fashion. As a member of the globally renowned K-pop group Stray Kids, I.N has captured hearts with his talent and charisma. His journey began in 2018 with the release of Stray Kids’ debut EP “I Am Not,” and since then, his influence has grown exponentially, with I.N becoming an influential figure in both the music and fashion industries.
In May 2025, Damiani announced I.N as its official global brand ambassador, solidifying his status as an emerging global fashion icon. His partnership with the legendary Italian jewelry brand is a meeting of two worlds: K-pop and Italian luxury. I.N expressed his excitement about this new venture, stating:
“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.”
Stray Kids I.N x Damiani: Dazed Cover – January 2025
I.N for Damiani (Dazed Magazine – January 2025) PH: Amer Mohamad
Ahead of the full campaign’s release later this year, Damiani unveiled a stunning photoshoot with I.N for the January issue of Dazed magazine. The photoshoot captured I.N’s chic elegance and bold artistry, showcasing his undeniable charm as he posed in Damiani’s signature collections, including the Belle Époque Reel. This collaboration was the perfect showcase of Damiani’s luxurious and timeless pieces, paired with I.N’s youthful energy and striking presence.
I.N’s look for the shoot was nothing short of mesmerizing, with the young star exuding refined sophistication. His mix-and-match of Damiani rings and bracelets from the Belle Époque Reel collection added a modern touch to the brand’s iconic designs, while the Belle Époque Cross necklace further emphasized the fusion of elegance and contemporary allure.
Chapter IV – The Power of Social Media for Jewerly Houses
In the digital age, social media has transformed the way luxury brands engage with their audiences, and jewelry houses are no exception. What was once an exclusive world of high-end boutiques and private showrooms has now become a vibrant and accessible platform for global audiences. Jewelry brands, once known for their discreet marketing, have embraced social media’s vast reach to cultivate relationships with consumers, boost brand awareness, and even build a personal connection between their pieces and celebrities.
Social media platforms, particularly Instagram, TikTok, and Twitter, have given luxury jewelry brands the opportunity to showcase their designs in real-time, creating a visually stunning narrative that resonates with younger generations. By using the power of these platforms, jewelry houses can provide followers with exclusive glimpses into their collections, craftsmanship, and the celebrity partnerships that elevate their visibility.
The Rise of Jewelry Influencers
One of the most impactful aspects of social media in the jewelry world is the rise of celebrity influencers and brand ambassadors. This trend is reshaping how jewelry brands are perceived, especially with collaborations featuring high-profile figures like I.N of Stray Kids, who seamlessly blend luxury with the world of K-pop. Fans, or “Stay,” follow every move of their idols, creating an ecosystem where a jewelry house’s collaboration with a popular celebrity can significantly boost engagement and drive demand.
Jewelry brands can now leverage these celebrity connections to expand their reach to millions of potential customers. This new dynamic not only highlights the desirability of the product but also contributes to the narrative of luxury becoming more accessible to a wider audience, thanks to the influence of social media.
Stray Kids’ I.N x Damiani: How STAY Helps SKZ Build Brand Power
While Damiani pieces are synonymous with luxury, craftsmanship, and elegance, it is important to acknowledge that these high-end jewelry collections come at a premium price and are not as widely available as mass-market items. The exclusivity of Damiani’s pieces is part of what makes them so desirable, but it also means that access to these items is limited, especially for fans who may not have access to luxury stores in their local areas.
The High Cost of Luxury: Why Damiani’s Pieces Are Not for Everyone
Luxury brands like Damiani cater to an elite market, offering meticulously crafted jewelry made from the finest materials, whether it’s precious metals or rare gemstones. Each piece is designed to reflect the highest standards of Italian artistry and craftsmanship, which naturally translates to higher price points. As a result, owning a Damiani piece is often seen as a status symbol, signifying not only wealth but also an appreciation for timeless design.
For fans of I.N and Stray Kids, it can be difficult to afford or justify such an investment, especially when jewelry prices range from thousands to tens of thousands of dollars. While Damiani’s luxury pieces are unquestionably beautiful and represent the epitome of craftsmanship, the cost may make them out of reach for many in the STAY fandom, who may admire the brand’s creations but find the price unreachable.
Limited Availability: The Challenge of Global Accessibility
Another factor that adds to the exclusivity of Damiani jewelry is the limited availability of their pieces. While global luxury brands often distribute their products through select boutiques or high-end department stores in major cities, Damiani’s pieces are not universally available worldwide.
This poses a unique challenge for fans who are not located in regions with easy access to Damiani’s retail locations. With flagship stores mainly located in fashion capitals like Milan, Paris, New York, and Tokyo, fans outside of these major cities may struggle to find a place to view or purchase the jewelry in person. Although the option to buy online exists, purchasing these pieces remotely still requires a level of commitment and trust, making it less accessible to a broader audience.
The Reality for STAY: Supporting I.N’s Campaign in Different Ways
I.N for Damiani – Official Announcement – Instagram @damianiofficial
Given the high cost and limited availability of Damiani’s jewelry, many fans of I.N and Stray Kids may find it difficult to actively purchase pieces from the brand. However, that doesn’t mean they can’t still show their support for the collaboration in other meaningful ways. Engagement on social media, sharing campaign content, and celebrating I.N’s success within the luxury fashion world can all help amplify the campaign without requiring fans to purchase expensive jewelry. Fans who might not have access to Damiani’s pieces can still play an instrumental role in making I.N’s journey in the fashion world a success by elevating his image and showing support online.
That said, this collaboration doesn’t seem aimed at driving sales among fans, but rather at building I.N’s prestige and positioning him as a serious figure in the fashion world. Damiani, like many luxury heritage brands, isn’t primarily focused on mainstream commercial appeal, especially not within the K-pop fan space. Instead, this feels like a strategic move by JYPE to align I.N with high-end fashion narratives and open doors to future global opportunities. The timing supports this theory: later this year, I.N was announced as Bottega Veneta’s new Global Ambassador. I’ll be diving into that partnership in more detail before Fashion Week, so if you’re curious, consider subscribing to the newsletter for an in-depth breakdown.
