Graff launched a new campaign with TWICE’s Sana as the luxury jeweller presents the third chapter of its latest project in the French capital on February 10, 2026. The campaign stars the TWICE member and places her at the centre of a story about transformation, joy, and personal freedom. Graff says the concept continues a legacy that began in 1975, when signature motifs first appeared in the house collections. The Paris setting links the campaign to family inspiration, love, and nostalgia.
In the new images, Sana is photographed at a Parisian café. One photograph shows her wearing the Tilda’s Bow Necklace with a double strand of round and pavé diamonds and an asymmetrical bow centred by a 1.51 carat oval diamond. The look is completed with earrings, a ring, and a jewelled watch on a black satin strap. A second image shows the Tilda’s Bow Pendant and earrings with cascading round and pear-shaped diamond drops, accesorized with a bracelet and a ring made with baguette and round diamonds.
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Sana wears four pieces from the collection in total, including Tilda’s Bow Classic Diamond Drop Pendant, matching earrings, a double-strand bracelet, and a double knot ring. Meanwhile, Graff appointed Sana as its first Japanese brand ambassador in July 2023, and later promoted her to Asia ambassador in June 2024. She has since appeared in several campaigns, including the Graff Butterfly collection. The brand continues to connect fine jewellery design with global pop culture and a sprinkle of KPop.
