Pop-ups in Seoul, Beijing, and Tokyo mark the debut
Gentle Monster has introduced the 2025 BOLD Collection, a new eyewear line defined by its distinctive bridge detail and futuristic sensibility. The launch is accompanied by a campaign fronted by Tilda Swinton and supported by three global pop-ups in Seoul, Beijing, and Tokyo.
The collection reinterprets the shield shape with a modern twist, eliminating nose pads and emphasizing bold contrasts. Metal frames pair lightweight lenses with intricately constructed bridges, while acetate styles feature exaggerated volumes accented by the brand’s signature speed-inspired motif.
Swinton leads the campaign, set within HAUS NOWHERE Seoul, a hybrid physical and virtual space. The visuals and soundscape evoke a surreal realm, where her performance underscores the collection’s theme of transcendence and transformation. Campaign imagery will be released August 25.
To mark the launch, Gentle Monster is staging pop-ups in three cities. Each space references HAUS NOWHERE’s architectural codes, centered around an asymmetrical installation that reflects the BOLD Collection’s gravity-defying aesthetic. Repeated symbols from the collection are integrated into the design, creating continuity between product and environment.
