Jennie Kim of K-Pop group Blackpink has been dropping hints about working with Korean eyewear label Gentle Monster to her more than 25 million followers since May 2019. And now, we finally got to peep what this hyped-up collaboration looks like before it launches on April 21 on Gentle Monster’s online store.
Enter Jentle Home, a collection of seven sunglasses and spectacle designs as well as accessories that go big on a sleek minimalist aesthetic that comes straight from the ’90s playbook of Helmut Lang, Calvin Klein, et al. The ‘Jentle’ in the collection’s moniker – a witty portmanteau of the singer’s name and Gentle Monster’s own – appears as a logo on the designs.
Among the pieces are an angular take on the retro cat-eye frame called 1996 ($368) and a rimless metal sunglasses called Kuku ($368) with rectangular lenses that are held together with rivets. The fun factor lies with the three trendy chains that are sold separately as accessories for your eyewear. One of them is an acetate chain link design with an exaggerated length that extends to the waist while the other two – in gold- and silver-coloured metal – are a hybrid of a necklace and eyewear chain.
The nostalgic theme of the collection was inspired by the 24-year-old singer’s childhood memories and the dollhouses she played with as a child. It extends to the creative direction of the campaign which was lensed by photographer-of-the-moment Hugo Comte who is known for his grainy grungey images. Set inside a home, the ad blitz features clones of Kim dressed in a ’90s-appropriate wardrobe styled with various pieces from the collaboration. Home run.