Jennie x Gentle Monster: Jentle Garden
(Last Update: May 18, 2022. Scroll down for updates.)
‘Jentle Garden’ is a collection inspired by a fantasy world created by Gentle Monster and Blackpink’s Jennie for their most recent collaboration. The new collection has been released on March 10, 2022 and because of the high interest from fans and general public, most products were immediately sold out right after the release and even led to Gentle Monster’s site being down for a while because of heavy traffic. This marks the singer’s second collaboration with Gentle Monster, following her first successful collection ‘Jentle Home’ which was released in April 21, 2020.
TL:DR version:
Jennie first teased about her latest collaboration with Gentle Monster on her Instagram post back in December 2021, where she posted a picture of her with the cone-shaped flower bag with lilac colored straps.
Then the sightings of this PR package first started to circulate amongst Jennie’s celebrity friends around early February and later on her own Instagram where she posted pictures and videos of her unboxing the package.
JENTLE GARDEN GAME
Ahead of the collection release, Gentle Monster announced that they are releasing Jentle Garden game that will be available to public starting February 22. The game itself will let you grow your own flower garden with Jennie on the mobile game and consists of characters that are part of Jennie’s life.
“For one month, top 10 players will be selected each week, and they will receive a prize of a flower bag containing five Jentle Garden eyewear models.”
—Gentle Monster
FRUITS OF PARADISE
The flower bag package, also known as the ‘FRUITS OF PARADISE,’ contains a set of Jentle Garden products selected by Jennie and will be sold in packages with Jennie’s signature at the five select cities where the Jentle Garden pop-up will be held. These cities include Seoul, Shanghai, LA, Hong Kong, and Singapore. It is rumored that the package is priced at $3,253.
Photo Courtesy of Gentle Monster
Photo Courtesy of Gentle Monster
RETAIL PACKAGING
The retail packaging comes in a lilac box with flowers and Gentle Monster ribbon tied around it. It also includes a small sling bag for the glasses. I personally love the packaging and think they’re well executed.
Photo Courtesy of Gentle Monster
Photo Courtesy of Gentle Monster
THE COLLECTION
“The line comes with three optical glasses, three sunglasses and one special frame embellished with crystal details. Available in a variety of colorways, including white marble and classic black, the offerings are encased in “Jentle Garden” packaging.”
—hypebae.com
THE CAMPAIGN
“Lensed by Paris-based photographer Hugo Comte, the collab’s campaign is set in a surreal fantasy garden featuring the K-pop star in the brand’s signature reflective metal designs.”
—hypebae.com
Jentle Garden campaign is probably one of the more exciting campaign I’ve seen this year so far. Breaking away from the usual plain background setup that Blackpink members usually have for their photoshoots, this campaign feels more vibrant, surreal and alive at the same time. Gentle Monster art director shared on Instagram story that Kill Bill and Suntory Whisky were some of their inspiration concept for Jentle Garden campaign photos (source). I think the concept was well executed and the final images are amazing.
Photo Courtesy of Hugo Comte for Gentle Monster
Photo Courtesy of Hugo Comte for Gentle Monster
Photo Courtesy of Hugo Comte for Gentle Monster
Photo Courtesy of Hugo Comte for Gentle Monster
Behind the Scenes Photos & Videos
I honestly thought at first all the flowers were added in post production but apparently they did use real flowers props and built the set for the shoot.
Source: @official_jensoo Twitter | @jennierubyjane Instagram Story | Art Director @jeon.minkyu Instagram
UPDATES:
18 May 2022 — Gentle Monster announced that the Jentle Garden Game will terminate on May 30, 2022.
9 Jan 2023 — Found on Twitter:
Read the second part of this series: Jennie at the Jentle Garden Seoul Pop-Up Store.
