This that Gentle Monster mantra

Chloe Sherrill-Howell / V Mag at UVA

Gentle Monster was born in 2011 in Seoul, Asia’s fashion capital, when CEO and Creative Director Hankook Kim discovered a gap in the already saturated eyewear industry. Through his research, Kim realized that most existing eyewear designs catered to Western features, which dissatisfied many Asian consumers as Asians generally have higher cheekbones, lower nose bridges and broader faces. As such, he began making designs with oversized frames for low bridge noses. 

His research paid off as he successfully penetrated the South Korean market with the help of the Hallyu wave — the brand gained momentum from a breakthrough feature in the hit show “My Love from the Star” in 2013. The show also made waves globally, greatly broadening the brand’s exposure to the rest of the world. In February 2016, their first store in the US opened in none other than New York City’s SoHo neighbourhood. In September 2017, luxury goods conglomerate LVMH even invested $60 million for a 7% stake. To date, they have 52 physical stores globally, including 7 in the US.

In 14 years, Gentle Monster has made a name for itself in a way that feels almost like a self-fulfilling prophecy. They have created an entire universe with an avant-garde aesthetic mirroring their name — their designs are delicate (Gentle), yet bold (Monster). They do not simply place products on store shelves but go the extra mile. 

Their retail stores feel more like art galleries, complete with surreal installations and extravagant structures. With the help of the brand’s dedicated in-house group of designers, engineers and artists, they broke away from the typical brick-and-mortar retail spaces. It is also proving successful for business, as their store designs attract foot traffic from people wanting to capture that Instagram-worthy shot and grab headlines. Take the August 2024 opening of the Las Vegas store for example — visitors are greeted by the “Giant Head Trio”, a large-scale kinetic installation of robotic heads with lifelike movements that captured the attention of HYPEBEAST. Gentle Monster’s store “decor” changes periodically and geographically, serving as a testament to the brand’s vision to blend technology with art.

A major part of the brand’s appeal is its iconic collaborations that span brands, celebrities and games. Each partnership brings its own unique story to life through customized packaging fit to the theme, creative storytelling and innovative design.

Their latest collaboration was with arcade game remake “Tekken 8” and launched Oct. 1, 2024 featuring eyewear inspired by Kazuya’s character. Despite retailing $500 and sporting a flashy design that is not the most practical for everyday use, it has since sold out, much like all other Gentle Monster collections. Sold in a case modeled after Kazuya’s signature gloves that replicate the game’s flash punch combo sounds when hit, it also serves as a collector’s item for fans. This collaboration joins a lineup of previous successes, like their recent collection designed with Blackpink’s Jennie Kim, “Jentle Salon”, which went viral on social media with its giant glowing unicorn plushie. Another notable collection is their ongoing two-year collaboration with Maison Margiela that has been spotted on the Jenners, Margot Robbie and Jared Leto. And fans can expect even bolder partnerships in the future. 

Gentle Monster is not solely an eyewear brand — they’re storytellers. In each collection, they craft entire worlds through their designs, artistic vision and storytelling techniques without sacrificing high-quality production. It’s no wonder they’ve grown from a local business in South Korea to a global sensation, as pieces continue to sell out instantly in markets from the United States and the rest of the world. The whole brand encapsulates the notion that fashion is not just about what you wear, but part of the broader landscape of global culture.

Tekken 8’s design

Gentle Monster is not solely an eyewear brand — they’re storytellers. In each collection, they craft entire worlds through their designs, artistic vision and storytelling techniques without sacrificing high-quality production. It’s no wonder they’ve grown from a local business in South Korea to a global sensation, as pieces continue to sell out instantly in markets from the United States and the rest of the world. The whole brand encapsulates the notion that fashion is not just about what you wear, but part of the broader landscape of global culture.