Gentle Monster's First Optical Collection Questions Identity In True Gentle Monster Fashion

by SHOWstudio on 26 August 2021

Gentle Monster introduce 'Gentle'; their first optical collection that questions the very notion of what it means to subvert the boundaries of gender identity.

Gentle Monster introduce 'Gentle'; their first optical collection that questions the very notion of what it means to subvert the boundaries of gender identity.

Gentle Monster 'Gentle'

The Gentle campaign introduces Gentle Monster's first optical collection, fittingly questioning the concept of gender identity in contemporary culture.

To play on this concept, the brand have chosen to take away the latter part of their name 'Monster', resulting in a campaign called Gentle, intentionally hoping the various characters that feature in the campaign fill the void, resulting in different identities coexisting in the same frame.

Diverse alien-esque characters continuously appear throughout the campaign, expanding the all-inclusive Gentle Monster universe while transforming the idea of what it means to be truly diverse. Gentle wondrously blurs the lines between brand and individual, with each becoming more pronounced in their own right, as viewers are opened up to a new perspective on identity altogether.

Gentle Monster 'Gentle'
Gentle Monster 'Gentle'
Gentle Monster 'Gentle'

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