THE PACKAGE: THE SHIELDED SECRET.
When Gentle Monster packages land at BURO’s office, we know it’s not “just another delivery” — it’s an event. The 2025 BOLD Collection didn’t arrive in a simple box; it came in a shield-bag — an object that feels less like packaging and more like an artifact. Sleek, protective, and futuristic, it sets the tone before you even touch the glasses inside. It’s the kind of detail only Gentle Monster obsesses over: turning even the unboxing into part of the story. The shield-bag isn’t here to play safe; it’s here to declare war on ordinary.
THE PRODUCTS: THE ‘BOLD’ REVEAL.
And then, the reveal. The BOLD Collection is exactly what its name suggests: fearless, uncompromising, and sculpted for those who treat accessories as extensions of attitude.
The standout? The iconic bridge detail that reinterprets the shield motif with a radical twist. Gone are the nose pads, a rebellious move that makes the frames feel like a piece of wearable architecture. The metal frames strike a contrast, pairing feather-light lenses with a solid, intricately constructed bridge. Meanwhile, the acetate frames go heavy on futuristic drama: oversized volumes, aerodynamic curves, and the brand’s signature symbol slicing through with unapologetic speed.
THIS ISN’T EYEWEAR, IT’S ARMOR FOR THE MODERN ERA, A BOLD PROCLAMATION THAT STYLE CAN BE AS RADICAL AS IT IS REFINED.
And if you’re wondering how all this looks in motion? Enter Tilda Swinton, who fronts the campaign shot in HAUS NOWHERE Seoul, a liminal, shape-shifting space where reality and virtuality collide. With her otherworldly aura and the film’s pulsating soundscapes, Swinton turns the collection into a performance, part dream, part rebellion, all Gentle Monster.
