Gentle Monster has unveiled its Spring 2025 campaign for its Jewelry Eyewear collection, blending futuristic design with a touch of girlhood fantasy.
The collection reimagines eyewear through intricate designs inspired by jewelry. Featuring Y2K-style frames, these pieces are adorned with gems and pearls, adding a luxurious twist to the classic fantasy aesthetic.
The campaign stars Sena Nakajima, a rising star in Japanese cinema, who brings the collection’s blend of fantasy and strength to life. Holding a silver sceptre decorated with pearls and gems, Nakajima embodies the powerful, magical theme of the collection, with subtle references to iconic anime series like Sailor Moon.
A short film accompanies the campaign, taking viewers on a visually captivating journey. The film follows Nakajima as she embraces a digital world of psychedelic romance. In one scene, her tear transforms into a pearl, while another shows her floating on a swarm of drones. The film ends with Nakajima lip-syncing to Yaeji’s song “Raingurl,” as pearls rain down from above.
The campaign cleverly taps into the Y2K and “magical girl” trends, weaving an emotional narrative that blends fantasy with technology. Gentle Monster continues to push the boundaries of innovation with this imaginative collection, positioning its cyber-princess as a new icon ready to reign.
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