Gentle Monster: Looking Beyond “Just” an Eyewear Brand
In the ever-evolving kaleidoscope of the eyewear industry, one brand stands out as a true disruptor: Gentle Monster. By effortlessly fusing eyewear in artistic museum-like galleries, this Korean-owned company has not so gently redefined eyewear. It's not just about glasses, it's a global work of art.
Hankook Kim first founded this eyewear brand in Seoul, Korea in 2011. As most eyewear at that time were engineered for Western facial structures, he recognized a demand in eyewear for South Koreans that encapsulated their desire for small faces. As a result, he began gaining much traction with oversized glasses and low bridge noses to accommodate for this consumer market.
Courtesy of Monocle
But beyond just their trailblazing and niche market, Gentle Monster forms an avant-garde product aesthetic that takes the fashion industry by storm: a crossroad of innovation and practicality. Each of their sunglasses have unique shapes and bold designs, primarily made from metal and acetate. From the sleek streets of Seoul to the eclectic vibes of New York City, each piece tells a story that transcends borders.
Courtesy of British GQ
Equally important to their brand is the visual appeal of their flagship stores that exceed mere retail spaces by blending architecture, art, and fashion into an immersive experience. Rather than going for traditional store designs that send flashy sentiments for customers to buy their products, Kim decided to focus on the feeling, as if walking through an art gallery. Their flagship store exhibitions attracted the curiosity of young customers who rushed to take photos first before finally examining the sunglasses. Simply put, the art installations in the stores were the main attraction, not the eyewear.
Courtesy of Gentle Monster Official Site
Along with their distinct image and product, Gentle Monster’s brand faced rapid rise after South Korean actress Gianna Jun wore it in 2014. Afterwards, celebrities from across Asia wore Gentle Monster glasses such as Jennie Kim, LiYifeng, and Kris Wu. But their mass success did not stop there. Gentle Monster quickly expanded globally, reaching Western audiences like Billie Eilish, Gigi Hadid, and Beyonce.
From gracing the faces of K-pop sensation to Hollywood royalty, the frames have solidified Gentle Monster’s status as a cultural fixture. Their brand continues to push boundaries to farther bounds through creative collaborations with brands like Overwatch, Alexander Wang, and Fendi . Without a doubt, Gentle Monster has much more to come as a eyewear powerhouse.
Courtesy of SHOWstudio
So, what's the secret behind Gentle Monster's meteoric rise? It's the fearless commitment to pushing boundaries, challenging norms, and making fashion an immersive experience. In a world where trends come and go, Gentle Monster is here to stay —its frames not just adorning our faces but shaping the landscape of eyewear and branding.
Featured photo courtesy of The Impression