The experience of shopping for eyewear is typically a dreaded chore. It’s characterized by its mundane nature, lacking any notable excitement or thrill. But what if getting a new pair of eyeglasses became the experience and thrill it never was?
Gentle Monster is a South Korean eyewear brand known for its innovative designs and avant-garde approach to eyeglasses and sunglasses. The brand has gained popularity for its unique and often unconventional frames that combine fashion-forward aesthetics with high-quality innovation as well as their over-the-top store installations.
Gentle Monster eyeglasses have been known to disrupt the status quo within the eyewear industry and have garnered traction from thier various collaborations with brands including Maison Margiela, Overwatch 2, KUN, Alexander Wang, Diplo and D’heygere.
Gentle Monster’s collaboration with D’heygere portrays the identities of both brands by showcasing Gentle Monster's bold eyewear designs and highlighting the unique jewelry pieces from Paris-based brand D’heygere.
The three glass frames that arose from the collaboration, inspired by “found objects,” are embossed in everything from ear piercings to diamond rings, with the most notable pair, the Tiara 02, featuring a square metal frame embellished with studs that were meant to resemble a tiara-like shape. This design transformed eyewear into jewelry.
Gentle Monster’s 2024 campaign, “GENTLE JELLY,” features a line of eyewear meant to whimsically capture the characteristics of jelly.
The Yummy PC11 are among the stand-outs from the new collection and are a translucent pink goggle-shaped frame that feature pink lenses and artificial sugar coating that is reminiscent of a gumdrop.
A staple of Gentle Monster is their use of installation and store placement. There are over 40 locations worldwide including five U.S. stores in Costa Mesa, Santa Clara and Los Angeles, California as well as New York City and Houston, Texas.
The Gentle Monster Los Angeles Flagship Store features an unconventional take on the traditional agriculture of pre-industrial Korea.
Traditional machinery is combined with contemporary designs to create a whimsical ambiance in the heart of Los Angeles. Shaggy scarecrows are peppered throughout the space, luring customers to venture to the “rice fields.”
Metallic rods stand tall, representing a rice crop. A neon spider-like machine overlooks the facility, sending rays of green light from its eyes.
To promote their “GENTLE JELLY” collection, the brand opened a jelly pop-up storefront in Haus Dosan, Seoul, South Korea on Jan. 19.
The store features giant jelly pouch sculptures with an assortment of jelly sculptures spilling out and jelly creatures donning the new collection of eyewear.
The innovation embodied by Gentle Monster eyewear transcends traditional boundaries, ushering in a new era of bold, avant-garde eyewear design. Through their commitment to pushing the boundaries of fashion and technology, Gentle Monster has redefined the eyewear industry, captivating consumers with their daring styles and impeccable craftsmanship.
As we look to the future, it is evident that Gentle Monster will continue to inspire and influence the world of eyewear, leaving an indelible mark on fashion and design for years to come.
