If you are familiar with some Korean fashion brands, then Gentle Monster is definitely the one the you must have heard of! It is one of the biggest luxury brand coming from the Korean Peninsula. This Korean eyewear company is churning out hundreds of millions of dollars every year. It is available in more than 450 retailers, spread over 30 countries across the globe.
If you visit any of their flagship stores, anywhere in the world, you will find long queues! And if you want to get yourself a pair of collaboration merchandise, be quick, they sell out very fast.
This Korean fashion brand has almost a cult like following and you must have seen celebrities wearing some of the oversized eyewear. Their displays in the stores as almost like artwork. But, unless you’re absolutely not on social media, you most certainly have seen Gentle Monster at some point in time in the past years.
About Gentle Monster
Founded in 2011 by Hankook Kim, Gentle Monster comes from Seoul, South Korea. The name itself hints at the brand’s philosophy: “Gentle” reflects the wearable and unassuming nature of glasses, while “Monster” embodies their daring and unique designs.
For over a decade, Gentle Monster has revolutionized eyewear. The Korean fashion brand is synonymous with experimentation and innovation. It pushes boundaries in both the glasses themselves and their stores. From avant-garde color gradients to futuristic ski-goggle-inspired sunglasses and dazzling crystal embellishments, Gentle Monster’s eyewear is anything but ordinary.
What makes Gentle Monster so special?
But, the popularity you see of the brand now wasn’t always so. It started with a simple design idea and brand philosophy. Hankook Kim, Founder and CEO of Gentle Monster said that the brand started with oversized glasses as they could create illusion of small face – a Korean beauty standard of having small hands and face. Early designs of the brand were similar – oversized and thick frames. This would cover a larger portion of the face and give the illusion that the face was smaller.
Unlike the Western sunglasses, these catered specifically to Asian community. One, there were no other competitors making oversized sunglasses. And two, as Asians have lower nose bridge, these glasses fit better.
Amazing collaborations
With the brand achieving success in domestic and international markets, it has launched some distinctive collaborations. There are creative, funky, and most definitely, unique. Some of the most popular fashion houses such as Alexander Wang, Fendi, and Moncler have collaborated with Gentle Monster. Maison Margiela is one of the most recent collaboration by the Korean fashion powerhouse. The brand also became popular thanks to collabs with celebrities such as DJ Diplo, Jennie from BLACKPINK, and even online video game, World of Warcraft.
Each of these collections are unique and completely different from each other. The design inspiration, creative direction are different for each collaboration, resulting in some of the most amazing, yet unique pieces.
The brand’s growth also comes from its popularity among celebrities. You must have seen Kylie Jenner, Rihanna, Billie Eilish, and even Beyonce with a pair of Gentle Monster eyewear.
Experiential stores
While celebrity endorsements undoubtedly contribute to Gentle Monster’s success, the brand’s true secret weapon lies elsewhere. Sure, a $60 million investment from LVMH in 2017 fueled their growth, but the mastermind behind it all,Hankook Kim, has built an empire on a unique and ingenious marketing strategy: the experiential retail store.
Gentle Monster stores are nothing short of artistic playgrounds. Their bizarre and captivating interiors are designed to be as Instagram-worthy as the eyewear itself. This isn’t just about selling sunglasses; it’s about creating an experience that compels visitors to become brand ambassadors, sharing photos and videos on social media, drawing in millions organically.
The Korean fashion brand understands that in today’s world, social media buzz is a powerful currency. By creating a retail experience so unique and visually stimulating, they’ve woven a powerful marketing strategy that goes beyond celebrity endorsements. It’s a testament to the brand’s commitment to pushing boundaries and redefining the way one shops for eyewear.
If you ever find yourself in Seoul, visiting one of the brand’s first locations in Garosugil or Sinsadong is a must. It will surely be an eye-opening (and Instagram-worthy) experience!
Where can you buy Gentle Monster?
If you ever plan to buy something from any Korean fashion brand, look no further than Gentle Monster. The eyewear is not just a fashion statement, but they are an experience. Whether you’re seeking a show-stopping pair for your next Instagram post or simply a unique accessory, Gentle Monster offers a bold and innovative take on eyewear.
Savvy shoppers can score major savings by purchasing Gentle Monster at a duty-free shop in Korea. The combination of a lower retail price and tax exemption can translate to over a hundred dollars saved on a single pair!
But, don’t worry if your travels don’t take you to Seoul. Gentle Monster has expanded its reach globally. You can now find their coveted eyewear in select stores worldwide, or browse their collections online.
The latest Gentle Monster release
Maison Margiela PARIS x Gentle Monster
This collection brings together cutting-edge technology and timeless aesthetics. It’s a glimpse into the future where innovation meets exquisite craftsmanship. By combining their distinct design philosophies, both brands have created a collection that reflects their unique approaches to fashion. There are mask sunglasses, eyewear encased in leather – all in enriched signature colors.
Wrapping up
Gentle Monster’s success can likely be attributed to a combination of factors, not just one single element. Their stores, resembling contemporary art galleries with life-sized horses and cascading waterfalls, create a truly unique and Instagrammable shopping experience. Collaboration with popular celebrities and K-pop stars has undoubtedly boosted brand awareness and recognition, particularly in Asia. Partnering with established luxury brands adds an air of exclusivity and prestige to Gentle Monster.
The unique experience draws in customers, celebrity endorsements raise brand awareness, and high-fashion collaborations solidify their position in the luxury eyewear market. By strategically combining these elements, Gentle Monster has carved a unique niche in the eyewear market, becoming a global phenomenon.
If you’re planning to buy a pair of Gentle Monster eyewear, you are definitely going to find something that suits your preferences. You can find your best fit by heading to their nearest store. Their friendly staff can help you navigate their extensive collection and try on different frames to find the most flattering match for your facial features!
Bonus Tip: Don’t forget to check out their website’s “bestsellers” section for a curated selection of their most popular styles.
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