Gentle Monster has become known for its philosophy of high-end experimentation by delivering a radically new perspective on fashion and art.
Established in 2011 by founder Hankook Kim, this brand continues to take eyewear to a new level due to its efforts in high-level experimentation. Whether Gigi Hadid or Rihanna, this eyewear label continues to be in the limelight due to its forward-thinking aesthetics that are made to stand out.
From its head-turning installations in-store to note-worthy collections taking over your Instagram feed, this cult-favourite brand is always staying ahead of the curve and we find out more about how it’s doing so.
Maison Margiela & Gentle Monster’s sunglasses collaboration pushes the boundaries of design – what was the creative process behind this collection?
The Maison Margiela X Gentle Monster collaboration started with the shared belief in experimental craftsmanship. Founded in concepts developed in the Artisanal atelier, the two brands have brought together signature elements of both labels, like Maison Margiela’s stitch logo and the bold eyewear designs of Gentle Monster. The spirit has transformed into an otherworldly space, overtaken by robots with Maison Margiela’s signature elements, such as the black mask, unfinished thread, and fabric details reinterpreted by Gentle Monster’s unique aesthetic perspective.
Your brick-and-mortar stores focus on an elevated design. What is the connection between your head-turning in-store installations and the brand?
As a brand renowned for the vision of ‘weird beauty,’ Gentle Monster showcases a surreal and futuristic environment through kinetic art, robotics, architecture, interior design, and media art created by more than 100 in-house artists, providing emotionally stirring experiences to visitors. Gentle Monster has also opened doors to Gentle Haus in Seoul and Shanghai, presenting a holistic cultural experience that transcends commercial retail by blending retail, exhibition, and experimental space into one offline platform. The brand has gained celebrity status over the years. Whom have you seen wear the brand well in a public space? We have a wide range of celebrities who love our eyewear including Beyonce, Pharrell Williams, Madonna, Kendrick Lamar, Rihanna, Kylie Jenner, Kendall Jenner, Blackpink Jennie and BTS Jimin just to name a few who all give it their own spin.
You’ve collaborated with various artists and celebrities such as Tilda Swinton, Hood by Air, Moooi and Henrik Vibskov. Who would you like to work with next?
Aside from our most recent collaboration with Maison Margiela, we’ve also collaborated with Moncler, Coperni, and Blackpink’s Jennie in the past year. All our collaborations originate organically through mutual appreciation and a desire to work together creatively, producing something truly unique that allows both brands to grow in some way, shape, or form.
What lies at the helm of Gentle Monster’s DNA?
Gentle Monster’s core lies in its daring and innovative narrative, sophisticated products, and emotionally provocative physical spaces.
How important is individuality to the brand when it comes to designing?
Individuality is of the utmost importance. We showcase multiple silhouettes, finishes, and iconic variations within our collections that appeal to a wide audience with distinct aesthetics.
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