Gentle Monster 'Jentle Garden' 2022 Ad Campaign

Review of Gentle Monster ‘Jentle Garden’ 2022 Ad Campaign by Photographer Hugo Comte with Talent Jennie

Gentle Monster and Jennie (of Blackpink) come together for a fresh and floral campaign in celebration of their second collaborative eyewear drop. Titled “Jentle Garden,” the campaign was captured by photographer Hugo Comte.

Jentle Garden follows up Jentle Home, the first collaboration between Jennie and Gentle Monster released back in 2020. Considering that the first collection sold out in minutes, it’s about time the brand linked back up for a new drop with the Kpop superstar.

Comte captures Jennie as she poses expressively in simple and slick studio portraiture, putting an emphasis on the new eyewear styles. The images are augmented and made to blossom with digital artwork of flowers and cascading petals. The imagery nails a nice synthesis of nostalgic, subtly Y2K fashion aesthetics with Gentle Monster’s signature sense of forward-thinking futurism.

Ahead of the collection’s launch, Gentle Monster also created an accompanying mobile game in which players grow their own flower garden in a pixelated fantasy world. For the first month of the launch, the top 10 ranking players each week will be awarded a Jentle Garden bag and five eyewear pieces from the collection. It’s a very smart way to leverage technology and social media to draw more fans into the brand’s world and generate hype around the launch.

With a great choice in collaborator and star, a simple yet visually bountiful campaign, and a smart furthering of the release’s reach through an accessible digital platform, the campaign is another win for Gentle Monster, which never seems to miss.