Gentle Monster X JENNIE
Gentle Monster Nano collection
Gentle Monster Nano collection
Gentle Monster optical collection
Have you ever seen these unique and futuristic designs? Of course, there are many eyewear brands with exclusive designs, but there may not be any other company which has grown into a global luxury brand like this one in a short period of time. The brand we want to introduce today, is Gentle Monster, a luxury fashion eyewear brand founded in South Korea.
Have you ever seen these unique and futuristic designs? Of course, there are many eyewear brands with exclusive designs, but there may not be any other company which has grown into a global luxury brand like this one in a short period of time. The brand we want to introduce today, is Gentle Monster, a luxury fashion eyewear brand founded in South Korea.
Gentle Monster X Tilda Swinton
Gentle Monster is a South Korean brand founded in 2011 which is a subsidiary of IICOMBINED. IICOMBINED not only owns Gentle Monster but also operates two other brands, which may be familiar to some people. Tamburins and Nudake.
Gentle Monster is a South Korean brand founded in 2011 which is a subsidiary of IICOMBINED. IICOMBINED not only owns Gentle Monster but also operates two other brands, which may be familiar to some people. Tamburins and Nudake.
Gentle Monster 2019 Campaign
Gentle Monster has caused a significant impact on the Korean eyewear market. Not only did they offer products with unique designs, but they also presented artwork campaigns, decorating their stores with artistic interior designs and artworks. They clearly distinguished themselves from other simple eyewear brands, which makes me curious, what kind of philosophy or motivation drives them to carry out such unique products and marketing strategies?
Gentle Monster has caused a significant impact on the Korean eyewear market. Not only did they offer products with unique designs, but they also presented artwork campaigns, decorating their stores with artistic interior designs and artworks. They clearly distinguished themselves from other simple eyewear brands, which makes me curious, what kind of philosophy or motivation drives them to carry out such unique products and marketing strategies?
Gentle Monster Hongdae store
By reading a statement on Gentle Monster's official website, we can somehow peep inside their thoughts. "Gentle Monster is a designer eyewear brand that constantly evolves under the philosophy of 'high-end experimentation.' It aims to astonish the world with five focuses: product, space, styling, culture redesign, and technology."
By reading a statement on Gentle Monster's official website, we can somehow peep inside their thoughts. "Gentle Monster is a designer eyewear brand that constantly evolves under the philosophy of 'high-end experimentation.' It aims to astonish the world with five focuses: product, space, styling, culture redesign, and technology."
Gentle Monster project Burning Planet
So, I get what they pursue, but how can an eyewear brand astonish the world? Gentle Monster found the answer in design. Ultimately, the path to success for a fashion brand lies in creating well-designed products.
So, I get what they pursue, but how can an eyewear brand astonish the world? Gentle Monster found the answer in design. Ultimately, the path to success for a fashion brand lies in creating well-designed products.
Gentle Monster X Tilda Swinton
Gentle Monster focused on design since the early stages of its establishment. As a result, in 2013, just two years after the company was founded, Jun Ji-hyun wore Gentle Monster's DIDIDI in the drama "My Love from the Star," and Gentle Monster gained significant attention. Moreover, it was later revealed that it was not a PPL(Product PLacement), but was simply chosen because of it's exquisite design.
Gentle Monster focused on design since the early stages of its establishment. As a result, in 2013, just two years after the company was founded, Jun Ji-hyun wore Gentle Monster's DIDIDI in the drama "My Love from the Star," and Gentle Monster gained significant attention. Moreover, it was later revealed that it was not a PPL(Product PLacement), but was simply chosen because of it's exquisite design.
SBS <My Love From the Star>
The gathering of employees with various interests is also evaluated as a background for creative designs to emerge in Gentle Monster. Various employees from different fields such as art directors, perfumers, pastry chefs, baristas, and sommeliers are gathered within the company. The synergy between creative employees from various fields, result in great creative atmosphere, which eventually leads to creative products.
The gathering of employees with various interests is also evaluated as a background for creative designs to emerge in Gentle Monster. Various employees from different fields such as art directors, perfumers, pastry chefs, baristas, and sommeliers are gathered within the company. The synergy between creative employees from various fields, result in great creative atmosphere, which eventually leads to creative products.
Gentle Monster 2024 Collection Art work
Their exceptional spatial marketing capabilities are also outstanding. Those who have visited their stores can attest that there is enjoyment not only in watching their products but also in appreciating the artworks and overall atmosphere within the store. This is referred to as "fashion installation," a concept that combines fashion and installation art.
Their exceptional spatial marketing capabilities are also outstanding. Those who have visited their stores can attest that there is enjoyment not only in watching their products but also in appreciating the artworks and overall atmosphere within the store. This is referred to as "fashion installation," a concept that combines fashion and installation art.
Gentle Monster Hannam store
Gentle Monster Hongdae store
Gentle Monster Hannam store
Another success factor for Gentle Monster is their excellent collaboration strategies. They have collaborated not only with fashion brands such as Maison Margiela, Moncler, Alexander Wang, Fendi but also with various companies from different fields such as Blizzard and Huawei.
Another success factor for Gentle Monster is their excellent collaboration strategies. They have collaborated not only with fashion brands such as Maison Margiela, Moncler, Alexander Wang, Fendi but also with various companies from different fields such as Blizzard and Huawei.
Gentle Monster X Maison Margiela
Gentle Monster X Moncler
Gentle Monster X Overwatch 2
They collaborated with Blackpink's Jennie and professional soccer player Son Heung-min. Such collaborations with global companies and stars are a key part of Gentle Monster's global marketing. With 75% of total sales coming from overseas rather than Korea, it can be considered that global marketing has been successful.
Gentle Monster X JENNIE
Gentle Monster X JENNIE
Gentle Monster Bold with Son
Gentle Monster received a significant investment from L Catterton Asia, a private equity fund of LVMH, the parent company of Louis Vuitton, its business value being recognized.
Kanye West
Gigi Hadid
Of course, there were challenges as well. The impact of COVID-19 led to a sharp decline in overseas travel and outdoor activities, affecting sales. However, Gentle Monster sees the spirit of challenge as its greatest brand value and expresses its determination not to stop new challenges. I would like to conclude this article with a quote from Gentle Monster's CEO Kim Han-guk to his employees.
"Even if the challenges we face now are not understood in this era, we must have a spirit of challenge that can be recognized later."
