Parading through the time continuum, Gentle Monster fearlessly steps into the future with the debut of its 2025 BOLD Collection, striking eyewear recognized by its audacious bridge detail and futuristic aesthetics. The campaign, led by Tilda Swinton, unfolds within HAUS NOWHERE, Gentle Monster’s incipient conceptual space, setting the standard of a collection that pushes the envelope of fashion and design. 

Coutesy of Gentle Monster

At the heart of the BOLD Collection is the conceptualization of the shield shape through an eye-catching bridge construction. By removing traditional nose pads, the pieces achieve a radical new look, balancing lightweight lenses with solid, intricately designed metal frames. Acetate models add volume to the front, accented by a sleek signature symbol that generates ideations of movement and speed. The result is a collection that fuses sculptural entities with a futuristic vision. 

Coutesy of Gentle Monster

The campaign, launching August 25th, brings Swinton’s enigmatic presence into dialogue with pulsating soundscapes to create a surreal narrative where reality and virtuality collide. Shot within HAUSE NOWHERE Seoul, the film transforms the space into a dreamlike realm, Swinton’s commanding performance embodying the loud spirit of the collection.

Coutesy of Gentle Monster

To celebrate the launch, Gentle Monster will host exclusive pop-ups in Seoul, Beijing, and Tokyo. Each installation came to fruition via pulled inspiration from the architectural language of HAUS NOWHERE, with jarring asymmetrical structures and repeated BOLD motifs woven into the design.  

The 2025 BOLD Collection will be available online September 4 and in stores worldwide starting September 6.