Gentle Monster is a South Korean eyewear brand known for its oversized frames, immersive retail environments, and creative collaborations that blend fashion, art, and technology.
Founded in Seoul in 2011 by Hankook Kim (with early investment from Jae Wook Oh), Gentle Monster gained rapid global attention with oversized frames initially tailored to the Asian market. Popularized by the drama series My Love from the Star (2013–2014), the brand expanded internationally with flagship stores in New York (2016) and Los Angeles (2017). In 2017, LVMH acquired a 7% stake for $60M. Gentle Monster's identity is reinforced by retail spaces that double as art installations.
The brand uses acetate, metal, and hybrid compositions across its collections. Color palettes include black, white, transparent, and pastel tones. Its aesthetic signature includes oversized, sculptural shapes that are both futuristic and fashion-forward.
Alongside its core optical and sunglass lines, Gentle Monster frequently launches limited-edition capsules in collaboration with fashion brands and pop culture figures—such as Maison Margiela, Huawei, Jennie (Blackpink), Kris Wu, Cai Xukun, and Tekken 8—often with experimental or cyber-futuristic design themes.
Design is split between product teams and those responsible for retail installations, highlighting the brand’s experiential focus. Frames are manufactured in China and Daegu, South Korea, due to local restrictions on acetate production. There is no publicly documented sustainability policy.
Gentle Monster operates 81 stores (72 outside of duty-free) across 49 cities in 14 countries and distributes through over 450 retailers in 30 countries.
Gentle Monster positions itself as an experiential luxury eyewear brand that blends bold design, artistic retail, and cross-disciplinary collaborations into a strong global identity.
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