The celebrated eyewear brand Gentle Monster is ushering in a new creative era with its 2025 “BOLD” Collection, and it has enlisted the perfect enigmatic figure to front its campaign: the iconic actress Tilda Swinton. The new collection is anchored by the brand’s signature bridge detail and features a range of distinctive, sculptural silhouettes designed to offer striking styling possibilities.
Pharrell’s Louis Vuitton Unveils Preppy Fall 2026 Capsule Collection
The accompanying campaign is a surreal and captivating visual experience, set within HAUS NOWHERE, Gentle Monster’s transcendent and ever evolving conceptual space in Seoul. The film fuses the brand’s futuristic design language with Swinton’s magnetic and otherworldly presence. In the video, Swinton commands a concrete stage with her unmistakable charisma, appearing to rally a group of Gentle Monster–clad “followers” into a dreamlike uproar.
As a pulsing hyper techno soundtrack builds, her performance blends a trance like dance with what can only be described as wizarding movements, perfectly capturing the brand’s avant garde spirit. The sequence reaches a dramatic climax as Swinton free runs across the structure, scales the HAUS NOWHERE façade, and fearlessly leaps from its height in a stunning, slow motion stage dive.
The collaboration is a perfect pairing of artist and brand. Swinton, known for her transformative and unconventional roles, is the ideal muse for Gentle Monster, a label that consistently blurs the lines between fashion, art, and technology. The campaign feels less like an endorsement and more like a true meeting of creative minds.
The new “BOLD” collection is scheduled for a global release starting on September 6, 2025.
