Review of Gentle Monster Jewelry Collection Spring 2025 Ad Campaign by Creative Director of Agency X with Photographer Y with model Sena Nakajima
Gentle Monster extends a futuristic riff on girlhood style fantasies with the new campaign for its Jewelry eyewear collection.
The collection reimagines eyewear with opulent motifs drawn from the world of jewelry design. Y2K-esque frame shapes are intricately reworked with gems and pearls, offering a new twist on bejeweled high-fantasy aspirations.
The campaign images starring Sena Nakajima – a rising star in Japanese cinema – balance these aspects of feminine fantasy and metallic strength while cleverly extending the collection’s somewhat Sailor Moon-coded quality. Nakajima clutches a silver sceptre encrusted with pearls and gems that recasts the design motifs of the collection in an image of power.
The accompanying short film introduces an imaginative thread of digitally augmented psychedelic romance, further portraying the star as a contemporary cyber-princess. Nakajima kisses her clone, sheds a tear that transforms into a pearl, is lifted up by a swarm of drones, and lip-synchs to Yaeji’s bop “Raingurl” before a shower of pearls rains down.
The campaign smartly translates the collection’s connections with the Y2K and “magical girl” trends into an imaginative emotional narrative. With its playfully uncanny digital-art aesthetic, it also forms another strong extension of Gentle Monster’s constant exploration of innovative technologies. This magical cyber-princess is ready to claim her throne.
Model | Sena Nakajima
Music | “Raingurl” by Yaeji