Actress Tilda Swinton fronts Gentle Monster’s 2025 ‘BOLD’ collection, merging futuristic design, surrealist art and hypnotic performance.
Gentle Monster unveils its 2025 ‘BOLD’ collection, featuring sculptural silhouettes, iconic details and a campaign led by the incomparable Tilda Swinton.
The South Korean luxury eyewear brand takes a decisive step into a new creative era with the global launch of its ‘BOLD’ collection, scheduled for 6 September 2025. This line stands out for its sculptural shapes, signature bridge detail and futuristic design that expands the boundaries of style.
A hypnotic campaign at HAUS NOWHERE
The campaign comes to life at HAUS NOWHERE, Gentle Monster’s conceptual space that transcends the physical and the virtual. There, Tilda Swinton exudes her magnetic presence in a setting where reality blends with fiction. In the promotional film, the actress leads a group of followers in a dreamlike uprising, driven by a hyper-techno soundtrack that heightens the atmosphere.
With movements oscillating between trance-like dance and near-magical gestures, Swinton scales concrete structures, moves across the building’s façade and culminates with a dramatic leap into the void — an authentic stage dive that amplifies the campaign’s narrative.
The power of futurism
The ‘BOLD 2025’ collection strengthens the brand’s avant-garde identity, pushing its aesthetic codes towards a new horizon. Each design creates a dialogue between the sculptural and the functional, setting trends at the intersection of fashion, art and performance.
The global launch will take place on 6 September and is set to become one of the season’s most anticipated highlights in the world of fashion and luxury.
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