Gentle Monster takes a daring and fearless leap forward with the 2025 BOLD Collection. Featuring an iconic bridge detail, the collection carries a distinctive aesthetic, offering unique styling opportunities. Explore the striking, futuristic narrative of Gentle Monster through a campaign led by Tilda Swinton — set within HAUS NOWHERE, a transcendent and ever-evolving space — and three exclusive pop-ups across global cities.
The bridge detail of the BOLD Collection reinterprets the shape of a shield with a modern twist, redefining futurism through the innovative removal of nose pads. The metal frame pieces showcase an unexpected contrast, juxtaposing lightweight lenses with a solid yet intricately crafted bridge design, while the acetate frames embody a futuristic sensibility, featuring an exaggerated front volume balanced with a signature symbol that evokes a dynamic sense of speed.
The BOLD Collection campaign unites the captivating aura of Tilda Swinton with pulsating soundscapes to create a grand celebration ushering in a new era alongside the audience. HAUS NOWHERE Seoul, serving as the film’s backdrop, is transformed into a surreal realm where reality and virtuality intersect, brought to life through Swinton’s bold performance that transcends physical boundaries.
Exclusive pop-ups will be held in Seoul, Beijing and Tokyo to celebrate the 2025 BOLD Collection launch. Drawing from the iconic silhouettes and textures of HAUS NOWHERE Seoul, the spaces form an innovative visual concept that merges fashion with architecture. At the center of the pop-up stands a massive, asymmetrical structure – its bold, gravity-defying form creating a striking architectural contrast. The signature symbol of the BOLD collection is repeated in intricate patterns, seamlessly integrated into the space to reflect the collection in a cohesive narrative.
