Gentle Monster

Gentle Monster styled as GENTLE MONSTER (Hangeul: 젠틀몬스터) is a South Korean sunglasses and optical glasses brand founded by Hankook Kim in Seoul in 2011.[1][2][3]

Gentle Monster Los Angeles boutique

As of April 2018, the company has 41 directly operated stores worldwide, including in South Korea, China, Hong Kong, Singapore, the United Arab Emirates, the United Kingdom, and the United States.[4]

Retail spacesEdit

Gentle Monster employs 6 people to design its eyewear products and 60 people to design the store visuals.[5] Its products are exhibited like museum pieces in "an immersive and experiential offline shopping experience."[5] For example, in May through August 2016 its New York City flagship store was turned into an underwater experience creates with aquarium designer Justin Muir and glass sculptor Ivan Lee Mora, influenced by the French film Le Grand Bleu.[6]

In February 2021, Gentle Monster opened a new space, Haus Dosan, to present the brand's direction in retail. Haus Dosan also carries cosmetics brand Tamburins and has on-site dessert cafe Nudake.[7]

 
Jun Ji-hyun in Gentle Monster

HistoryEdit

Serial entrepreneur Jae W Oh invested about $100,000 in 2012 and Gentle Monster began producing frames in Daegu, which had been a manufacturing hub for Luxottica, and China, since acetate frames are illegal to produce in South Korea.[8] The brand's designs favor oversize frames much larger than Western brands' because its Asian clientele prefer to have frames that create an image of a smaller face.[8][9]

In 2013 and 2014, Korean actress Jun Ji-hyun wore Gentle Monster lenses on My Love From the Star, and this greatly broadened the brand's exposure to a mainstream audience.[8]

In February 2016, the company's first US store opened on Grand Street in SoHo, New York City.[8] Its second US store opened in downtown Los Angeles in October 2017.[10][11] French luxury goods conglomerate LVMH invested $60 million for a 7% stake in the company in September 2017.[2]

MarketingEdit

Tilda Swinton collaborated with Gentle Monster in February 2017 in designing three sunglasses and appeared in an ad campaign video.[12]

The brand shows at New York Fashion Week.[13]

CollaborationsEdit

In 2016, the brand collaborated with Danish designer Henrik Vibskov, Hood by Air, and Opening Ceremony.[2] In 2017, the brand collaborated with Dutch furniture designer Marcel Wanders, the founder of Moooi.[2] In 2018, the brand collaborated on an exhibition called Burning Planet with South Korean rapper, Song Mino of Winner.[14] In 2019, the brand collaborated with Chinese technology company Huawei and released smartglasses.[15] In 2020, the brand collaborated with singer Jennie Kim of Blackpink to release the Jentle Home collection,[16] and Chinese-Canadian singer and rapper Kris Wu for the release of the Gentle Wu collection.[17] In 2022, the brand released a second collection with Kim, called the Jentle Garden collection. A mobile game was developed in promotion of the collaboration, while pop-up stores were opened in five cities: Seoul, Los Angeles, Hong Kong, Singapore, and Shanghai.[18]

ClienteleEdit

The brand's celebrity customers include Beyonce, Rihanna, Gigi Hadid, Susan Sarandon, Tilda Swinton, Billie Eilish, and Jennie Kim.[2]

See alsoEdit

ReferencesEdit

  1. ^ Gentle Monster SSENSE
  2. ^ a b c d e EYEWEAR LABEL GENTLE MONSTER'S GALLERY STORE LANDS IN L.A. Ingrid Schmidt, The Hollywood Reporter, 9/29/2017
  3. ^ "Future Now – Gentle Monster". Cactus Magazine. 2019-06-04. Retrieved 2021-08-09.
  4. ^ "Store Locator". Official Website of Gentle Monster. Retrieved 28 July 2020.
  5. ^ a b Elaine YJ Lee, The Evolution of Gentle Monster, Hypebeast, Issue 18, July 2017, p. 145-151
  6. ^ Gentle Monster Transforms Its New York City Store Into an Underwater Oasis Helena Yeung, Hypebeast, May 26, 2016
  7. ^ "젠틀몬스터 '하우스 도산 (HAUS DOSAN)' 오픈, 새로운 공간 탄생에 셀럽 방문 이어져". 헤럴드경제 (in Korean). 2021-02-22. Retrieved 2021-05-04.{{cite web}}: CS1 maint: url-status (link)
  8. ^ a b c d How Gentle Monster Rode the K-Pop Wave to $160 Million LAUREN SHERMAN, Business of Fashion, JULY 17, 2016
  9. ^ MEET GENTLE MONSTER, A KOREAN BRAND CREATING EYEWEAR FOR EVERY FACE SHAPE NOËL DUAN, fashionista.com April 26, 2016
  10. ^ Gentle Monster Opens New Store in Downtown Los Angeles Renz Ofiaza, Highsnobiety, 11 October 2017
  11. ^ It’s harvest time at Gentle Monster’s new boutique in Los Angeles JESSICA KLINGELFUSS, Wallpaper*, 27 October 2017
  12. ^ Eyewear Label Gentle Monster's Gallery Store Lands in L.A. Ingrid Schmidt, 9/29/2017
  13. ^ Meet the New Guard Showing at New York Fashion Week Vogue Fall 2017
  14. ^ 젠틀몬스터, 송민호와 아트 콜라보레이션 '버닝플래닛' 오픈. MBN (in Korean). October 4, 2018.
  15. ^ "Gentle Monster Collaborates With Huawei on a Fashionable Smart Eyewear". designscene. August 28, 2019.
  16. ^ "JENTLE HOME CAMPAIGN | GENTLE MONSTER". www.gentlemonster.com. Retrieved April 13, 2020.
  17. ^ Leung, Ambrose (June 23, 2020). "Gentle Monster Introduces "Gentle Wu" Collection with Kris Wu". Hypebeast.
  18. ^ "Gentle Monster and BLACKPINK's Jennie Launch Pop-Up Dreamscapes". Hypebeast. March 18, 2022. Retrieved March 21, 2022.

External linksEdit