- Stray Kids' I.N returns to front Damiani's latest ad campaign, titled "Damiani Icons", for the second consecutive time, shot by photographer Larissa Hofmann with art direction by Christopher Simmonds.
- I.N is photographed alongside supermodel Mariacarla Boscono inside richly decorated Italian palazzos, wearing pieces from Damiani's Belle Époque Reel collection.
- Stray Kids made Billboard 200 history as the first act to debut at number one with their first six charting albums, cementing I.N's value as a global luxury face.
- Damiani was founded in 1924 in Valenza, Italy, and has a long history of partnering with Hollywood and global A-listers, from Brad Pitt and Sharon Stone to Jessica Chastain.
Stray Kids’ youngest member I.N is back in the spotlight for Italian jeweler Damiani, this time fronting the brand’s latest campaign titled “Damiani Icons”, his second consecutive outing with the house.
The campaign, shot by German-born London-based photographer Larissa Hofmann with art direction by Christopher Simmonds, features I.N alongside veteran supermodel Mariacarla Boscono in opulent Italian palazzo settings complete with frescoed walls and antique furnishings.
In the portraits, I.N (real name Yang Jeong-in) is styled in a demure quarter-zip knit and tailored pants, adorned with pieces from Damiani’s Belle Époque Reel collections. Boscono, meanwhile, wears looks from the brand’s Mimosa and newly launched Margherita Bloom ranges.
The campaign visually continues the theme of Italian timeless elegance introduced by the duo’s previous collaboration in 2025.
Born in Busan, South Korea, in 2001, I.N debuted with Stray Kids in 2018 via the EP I Am Not and has co-written tracks including “Hug Me” and “Hallucination.”
Just as fellow member Felix made waves when he was named a Global Icon and Ambassador for Adidas in early 2026, I.N continues building his own luxury fashion portfolio. The group itself recently became the first act in Billboard 200 history to debut at number one with their first six charting albums.
Damiani named I.N its global brand ambassador in May 2025, following a long tradition of tapping major celebrities, including Jessica Chastain, Brad Pitt, Sharon Stone, Jennifer Aniston, Tilda Swinton, Sophia Loren, Gwyneth Paltrow, and Isabella Rossellini. In 2022, the house also named South Korean actor Son Suk-Ku as an ambassador.
Much like how Hyunjin of Stray Kids fronted a new campaign for GUESS in 2026, I.N’s Damiani return underscores how individual Stray Kids members are each carving out distinct luxury fashion identities. Additionally, Damiani confirmed it will join the exhibitors’ lineup at Watches and Wonders in 2027.
Takeaways
I.N returning for a second Damiani campaign isn’t just a repeat booking, it’s a signal that the relationship between K-pop’s youngest luxury faces and Italian heritage houses is deepening into something more sustained than a one-off splash. Damiani isn’t chasing a trend here; they’re investing in continuity.
With I.N appearing alongside a legend like Mariacarla Boscono inside centuries-old Italian palazzos, the brand is clearly positioning him not as a novelty act but as a genuine icon in their visual language. That’s a different kind of endorsement credibility.
Does I.N’s repeated inclusion in Damiani campaigns signal a multi-year ambassador contract rather than a campaign-by-campaign arrangement? As every Stray Kids member now holds a major luxury fashion ambassadorship, is the group collectively redefining what K-pop’s fashion influence looks like at the individual level?
