Gentle Monster

Aug 2025

Gentle Monster pushes the boundaries of avant-garde eyewear with their latest 2025 BOLD collection ad campaign, a project that seamlessly fuses high-fashion sensibility with a stark, architectural visual language. Under the creative direction of Hankook Kim and helmed by director Mau Morgó, the campaign leans into a minimalist aesthetic, relying on precision and shadow to elevate the product. The imagery features a striking collaboration with Tilda Swinton, whose poised, singular presence defines the collection's daring personality. Across the series, the eyewear acts as a futuristic centerpiece, marked by metallic purple finishes and sleek, wraparound silhouettes that challenge traditional framing. The visual execution utilizes a clean studio strobe approach to underscore the sharp contours of both the accessories and the styling, punctuated by vibrant, solid color gradients that provide a dramatic backdrop for the structured, black attire. By blending editorial portraiture with a cinematic sense of motion, the campaign creates a compelling narrative around modern luxury. The work feels both calculated and ethereal, successfully positioning the BOLD collection as a definitive statement in contemporary fashion. Each frame serves as a deliberate study in texture and contrast, ensuring the technical craftsmanship of the eyewear remains the primary focal point throughout the entire visual series.

Vertical, Commercial

Studio strobe

Eyewear, Fashion