Gentle Monster was founed by Hankook Kim in Seoul in 2011. Kim’s research led him to a gap in the industry when he discovered that eyewear had been engineered to accommodate a Western facial structure. According to Kim, South Koreans desire to have small faces, so constructing oversized glasses with low bridge noses found a gap in the market that was ideally tailored to the specific and nuanced needs of his starting consumer base.
Since those early days, Gentle Monster has cultivated an irrefutably global customer base, counting celebrities like Beyoncé, Billie Eilish, Tilda Swinton and Rihanna as fans. The brand's aesthetic is more exhibition than retail, with a focus on ever-changing conceptual store spaces.
Now the brand have launched their 2021 collection with a new campaign, Unopened: The Probe. Featuring a monster named 'the probe' which the brand built themselves (soon to appear in Gentle Haus, a concept store they will open in Seoul in February 2021), perspectives are blurred as models march across a neon green screen in block colours and black leathers in metallic sunglasses with crescent frames.