South Korean eyewear brand Gentle Monster has unveiled its highly anticipated 2025 "BOLD" collection, with iconic actress Tilda Swinton serving as the muse and face of the campaign. The collection, which includes both sunglasses and optical frames, is characterized by substantial, oversized frames and a reimagining of futuristic aesthetics through the emphasis or minimization of traditional nose pads.
The campaign, set against anti-utopian landscapes and featuring improvisational music, encapsulates Swinton's personal ethos: "Stay true to yourself, stay different, be brave." Swinton's involvement builds on a longstanding creative connection with Gentle Monster, which began in 2018. Her avant-garde style and willingness to push creative boundaries align perfectly with Gentle Monster's innovative and artistic brand identity.
Founded in 2011 by Hankook Kim, Gentle Monster has established itself as a global leader in luxury eyewear. The brand operates 81 stores across 14 countries and is distributed through over 450 retail networks worldwide. Its parent company, II Combined, also oversees the perfume brand Tamburins and the confectionery brand NUDAKE, with LVMH as a key investor.
The "BOLD" collection is set for a global release on September 6, 2025. To celebrate, exclusive pop-up events are planned in Seoul, Beijing, and Tokyo, offering immersive architectural installations that mirror the collection's futuristic vision. This collaboration continues to highlight the powerful synergy between art, performance, and fashion, providing consumers with unique and daring design solutions.
In May 2025, Gentle Monster also collaborated with the doll brand Bratz for the "Pocket Collection," which featured 21 unique items, including sunglasses and optical frames, amplified by the participation of Karina from the K-pop group Aespa.