Gentle Monster, the Seoul-based eyewear house, strides into 2025 with an unapologetically shiny statement. Its latest Jewelry Collection stays true to the brand’s penchant for pushing boundaries, this time showering frames with shimmering details that don’t just catch light—they command it.
Fronting the campaign is Japanese actress Sena Nakajima, who slips between reality and a dreamscape in a series of visuals and a short concept film. She flaunts the Bijou De 02 sunglasses and the Briolette 02 frames, all while grasping a jewel-encrusted “wang” like she’s crowned in her own domain. The scenes feel transportive, buoyed by DJ Yaeji’s “Raingurl” as Nakajima merges with another version of herself against a skyscraper skyline.
Gentle Monster has been weaving high-concept storytelling into its collections for years, and this launch is no exception. Last fall, the brand opened another immersive retail space in Shanghai—an extension of its ongoing mission to fuse fashion and modern-day fantasy. Now, with a series of glistening, gem-touched lenses arriving just as the new year unfolds, Gentle Monster cements its reputation for otherworldly spectacles.
The new collection arrives in stores on January 10. Expect pearls, crystals, and boundary-blurring shapes that prove Gentle Monster isn’t toning things down anytime soon—2025 is off to a sparkling start.
