Summary
- Gentle Monster releases 2025 BOLD Collection with sculptural frames and signature bridge details
- Tilda Swinton stars in surreal campaign film set in HAUS NOWHERE Seoul
- Collection launches globally September 6, 2025
Gentle Monster presents its 2025 BOLD Collection through a campaign starring Tilda Swinton. The eyewear line features sculptural silhouettes and the brand's signature bridge detail.
The campaign takes place in HAUS NOWHERE Seoul, Gentle Monster's conceptual retail space. Swinton leads a group wearing pieces from the collection in what appears to be a rally or gathering.
The film opens with Swinton moving across a concrete stage. She performs movements that combine dance with theatrical gestures. A hyper-techno soundtrack accompanies her performance.
The scene builds as Swinton moves through the space. She climbs the HAUS NOWHERE facade and performs a dramatic leap from the structure's height. The sequence blends performance art with product showcase.
The BOLD Collection emphasizes sculptural design elements. Each frame incorporates the brand's distinctive bridge detail. The pieces offer multiple styling options for wearers.
HAUS NOWHERE serves as both retail space and creative laboratory for Gentle Monster. The venue regularly hosts art installations and experimental projects. This campaign continues the brand's approach of merging fashion with conceptual art.
Swinton's involvement adds theatrical weight to the presentation. Her performance creates a dreamlike atmosphere that matches the collection's bold aesthetic. The film presents the eyewear within a broader artistic context.
The collection will be available through Gentle Monster's global retail network starting September 6, 2025. Customers will find the pieces at the brand's flagship stores and authorized retailers worldwide.
Additional campaign materials and product details are available on Gentle Monster's official website. The brand continues to position itself at the intersection of eyewear design and contemporary art.