'Jentle Garden' launched in Seoul

By Han Soo-min

On March 18, the first pop-up store of the ”Jentle Garden” was launched in Seoul.

Jentle Garden fantasy world was created in real life from the dreams of the brand “Gentle Monster” collaborating with Jennie from BLACKPINK. The installation portrays a dreamy landscape filled with pink lakes and heavenly bedded trees and flowers. The pop-up will be opening in five cities ― Seoul, Hong Kong, Los Angeles, Singapore and Shanghai.

The new Jentle Garden campaign was shot by Hugo Comte, a Paris photographer well known for his dream-like concept photo shoots. As Jennie featured in the campaign, he harmonized her chic image with the shimmering flowers surrounding her.

Jentle Garden exhibits a new line of Gentle Monster eyewear collection including three pairs of oversized rectangular sunglasses (Jennie's airport fashion trademark style), three pairs of optical frames and 1 special line of crystal-covered oval frame sunglasses named Lesyeuxdenini 02.

Jennie's influence as a fashion icon has contributed to the successful hit of the accessory line, as it went out of stock on the official website from the first week of the launch.

To those who visit the pop-up store, Jennie has prepared a limited package called “Fruits of Paradise” which includes the collection of the Jentle Garden eyewear and Jennie's autograph on the custom boxes along with a special flower bouquet gift.

Jennie has emerged to become the “it” girl of K-pop by consistently being at the center of attention on all social platforms. Especially her styling senses have shown her active interests in fashion. Her recent appearance at the Chanel FW22 fashion show has shone light on her outfits seen the event. Her presence in the fashion world has prevailed in response to the public craving to catch a glimpse of the K-pop star's lifestyle.

Meanwhile, Gentle Monster has been admired for their modish vibes. They have illustrated cutting edge interior designs in their stores that focuses on portraying the brand's value instead of the product. They have initiated the history of Seoul's fashion through futuristic architectures such as the “Hongdae Quantum Project,” the flagship stores in Bukchon, showrooms in Nonhyun and others.

Seungyeon Cho, a reknowed Korean humanities scholar, said, “Gentle Monster could become the seed of Seoul to develop as the trend-setting city of the world.”

Gentle Monster yet again establishes a trendy and stylish brand image through the ingenious Jentle Garden campaign that successfully seized the public's attention. Moreover, Gentle Monster designating Jennie as their main model has contributed her qualities and influence to the overall branding of the company.

Han Soo-min (gkstnals1023@gmail.com) is a student at Hong Kong University of Science and Technology.