Gentle Monster / Hugo Comte

The BLACKPINK effect continues.

The K-pop act has become one of the biggest groups in the world, headlining Coachella, touring across America, Europe, and Asia, and releasing songs with names like Dua Lipa. But recently, the group's members have been making moves not just in music, but in fashion, too.

Lisa has been snapped up by CELINE, Jisoo by Dior, Rosé by Saint Laurent, and Jennie by Chanel – and now also Gentle Monster.

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The singer previously starred in the South Korean eyewear label's "GENTLE HOME" campaign last spring, and is frequently spotted wearing shades from the label. For SS22, the campaign is dubbed "JENTLE GARDEN," and enters a fantasy world created by Gentle Monster and Jennie.

It truly is a fantasy. The campaign is shot by Hugo Comte, and sees Jennie in dream-like, digital environments. Gentle Monster always has really good campaigns, and its visuals are spot-on, but this is next level – these images will be hung on the wall by BLINK's all over the world.

The eyewear collection features three pairs of sunglasses, three optical glasses, and a special pair of shades that features crystal embellishments on the frame. The pieces are available in a handful of colors, and come with limited-edition packaging.

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Gentle Monster has become a go-to for quality eyewear, and plenty of celebrities including Gigi and Bella Hadid, Dua Lipa, Billie Eilish, and more have been longtime fans of the label. Recently, it also collaborated with Coperni to create a pair of futuristic shades inspired by 5G technology.

The JENTLE GARDEN collection is now available both online and in-store at Gentle Monster, with a handful of pieces already sold out. What can I say? It's the BLACKPINK effect – you better act fast if you want to snag a pair.


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