Gentle Monster has launched its 2025 BOLD Collection with a striking campaign that places Tilda Swinton x Gentle Monster at the forefront. Set to release globally on September 6th, the collection and its campaign mark a bold step into a new creative era for the eyewear brand, merging sculptural design with performance art.
Tilda Swinton x Gentle Monster: a surreal performance in HAUS NOWHERE
The campaign film transforms HAUS NOWHERE Seoul, Gentle Monster’s conceptual retail space, into a surreal stage where reality and virtuality seamlessly intersect. Swinton leads a group of Gentle Monster-clad participants in a hypnotic performance that blends dance, theatrical gestures, and hyper-techno soundscapes. The sequence escalates as she navigates the space, climbs the façade, and completes a dramatic stage dive, embodying the daring and experimental spirit of the collection.
Gentle Monster Bold Collection: sculptural design meets futuristic aesthetics
The Gentle Monster Bold Collection is anchored by the brand’s signature bridge detail, reinterpreted with modern, architectural precision. The frames feature sculptural silhouettes, oversized geometry, and innovative combinations of metal and acetate, designed to offer expressive styling possibilities. Each piece is both an accessory and a statement, capturing the tension between elegance and audacity that defines Gentle Monster’s 2025 vision.
Through this campaign, Tilda Swinton x Gentle Monster highlights the collection as more than fashion—it becomes a theatrical exploration where eyewear, space, and performance converge. The release on September 6th will make the 2025 BOLD Collection available worldwide, continuing Gentle Monster’s tradition of blending design, cinema, and conceptual artistry.
Music AS Disco by AMNESIA SCANNER & FREEKA TET
Courtesy of GENTLE MONSTER
