Hubbry Logo
Gentle MonsterGentle MonsterMain
Open search
Gentle Monster
Community hub
Gentle Monster
logo
8 pages, 0 posts
0 subscribers
Be the first to start a discussion here.
Be the first to start a discussion here.
Gentle Monster
Gentle Monster
Gentle Monster
View on Wikipedia
from Wikipedia

Gentle Monster (Korean: 젠틀몬스터, stylized in all caps) is a South Korean brand of luxury sunglasses and eyeglasses founded in 2011. Gentle Monster is owned by parent company II Combined, which also operates fragrance brand Tamburins and dessert brand NUDAKE.[1][2][3]

Key Information

As of 2025, Gentle Monster operates 81 stores across 14 countries, its products are available through over 450 retailers in 30 countries.[4]

Retail spaces

[edit]

Gentle Monster employs 6 people to design its eyewear products and 60 people to design the store visuals.[5] Its products are exhibited like museum pieces in "an immersive and experiential offline shopping experience."[5] For example, from May to August 2016, its New York City flagship was turned into an underwater experience, by aquarium designer Justin Muir and glass sculptor Ivan Lee Mora, influenced by the French film Le Grand Bleu.[6]

Each store's goal is to mimic a contemporary gallery containing life-sized objects and sculptures. For example, one of Gentle Monster's London stores has a Kung Fu theme with robots performing martial arts movements. Gentle Monster's first store in Korea features a lifesize ship.[4][7]

History

[edit]

Serial entrepreneur Jae Wook Oh invested about $100,000 in 2012 and Gentle Monster began producing frames in Daegu, which had been a manufacturing hub for Luxottica, and China, since acetate frames are illegal to produce in South Korea.[8] The brand's designs favor oversize frames much larger than Western brands' because its Asian clientele prefer to have frames that create an image of a smaller face.[8][9]

In 2013 and 2014, Korean actress Jun Ji-hyun wore Gentle Monster lenses on My Love From the Star, and this greatly broadened the brand's exposure to a mainstream audience.[8]

In February 2016, the company's first US store opened on Grand Street in SoHo, New York City.[8] Its second US store opened in downtown Los Angeles in October 2017.[10][11] French luxury goods conglomerate LVMH invested $60 million for a 7% stake in the company in September 2017.[2]

Pricing

[edit]
Gentle Monster store in Gangnam, Seoul

On average, a pair of sunglasses or glasses range from $200-$300 depending on frames, lenses, and prescription. However, prices fluctuate and may be as high as $500.[12]

Marketing

[edit]

Tilda Swinton collaborated with Gentle Monster in February 2017 in designing three sunglasses and appeared in an ad campaign video.[13] The brand shows at New York Fashion Week.[14]

Items are all limited edition, once an item sells out, the next return is not promised.[4][15][16][17]

Collaborations

[edit]
Jun Ji-hyun with Gentle Monster sunglasses

In 2016, the brand collaborated with Danish designer Henrik Vibskov, Hood by Air, and Opening Ceremony.[2] In 2017, the brand collaborated with Dutch furniture designer Marcel Wanders, the founder of Moooi.[2] In 2018, the brand collaborated on an exhibition called Burning Planet with South Korean rapper, Song Mino of Winner.[18]

In 2019, the brand collaborated with Chinese technology company Huawei and released smartglasses.[19]

In 2020, the brand collaborated with singer Jennie Kim of Blackpink to release the Jentle Home collection,[20] and Canadian rapper Kris Wu for the release of the Gentle Wu collection.[21]

In 2022, the brand released a second collection with Kim, called the Jentle Garden collection. A mobile game was developed in promotion of the collaboration, while pop-up stores were opened in five cities: Seoul, Los Angeles, Hong Kong, Singapore, and Shanghai.[22]

In 2023, the brand collaborated with Chinese singer Cai Xukun to release his Crystal Clear collection. An event app was developed for the collaboration which was available in mainland China, Taiwan, Hong Kong, South Korea, Dubai, Singapore, Japan, and the United States.[23][24][25]

In 2024, Gentle Monster collaborated with French luxury fashion house Maison Margiela on the "2024 Maison Margiela x Gentle Monster" collection.[26] Additionally, the brand released a third collaboration with Jennie Kim titled "Jentle Salon".[27] The same year, Gentle Monster collaborated with the video game Tekken 8, launching the "Gentle Monster x Tekken 8" collection inspired by characters from the game.[28]

Additional collaborations include, but are not limited to the video games Overwatch 2 and World of Warcraft, the fashion brands D'heygere, Moncler, and Fendi, and designer Alexander Wang.[7]

See also

[edit]

References

[edit]
Revisions and contributorsEdit on WikipediaRead on Wikipedia

Gentle Monster

View on Grokipedia
from Grokipedia
Gentle Monster is a South Korean luxury eyewear brand founded in 2011 in Seoul by designer Hankook Kim, with early involvement from investor Jae Wook Oh, specializing in avant-garde sunglasses and eyeglasses that blend high fashion with innovative, oversized designs tailored to diverse face shapes. The brand quickly gained international acclaim following its debut flagship store in Seoul's Apgujeong district, where experiential retail spaces resembling art installations—such as pop-up exhibitions and immersive environments—became a hallmark of its identity, differentiating it from traditional eyewear retailers. Its breakthrough in global popularity came in 2014, propelled by endorsements from South Korean celebrities like actress Jun Ji-hyun in the drama My Love from the Star, leading to rapid expansion with stores in major cities including New York (2016) and Los Angeles (2017). As of 2025, Gentle Monster operates 81 stores across 49 cities in 14 countries, with products available through over 450 retailers in 30 countries, emphasizing limited-edition collections and collaborations with luxury houses like Maison Margiela and artists such as Blackpink's Jennie. Gentle Monster's design philosophy focuses on high-end experimentation, utilizing materials like , metal, and hybrids to create sculptural frames in minimalist color palettes—often black, white, transparent, or pastels—that challenge conventional norms and cater to Asian structures overlooked by Western-dominated markets. In 2017, the brand received a significant boost when , a backed by , invested approximately $60 million for a 7% stake through its parent company IICOMBINED, underscoring its status as a rising force in the global luxury fashion sector.[](https://www.lcatterton.com/Press.html#! /LCAsia-partners-with-GentleMonster) Today, it continues to innovate beyond , exploring accessories and digital experiences while maintaining its core ethos of blending art, fashion, and functionality. In June 2025, announced a $100 million investment in its parent company to develop AI-powered smart glasses.

Founding and Ownership

Founders and Origins

Gentle Monster was founded in 2011 by Hankook Kim and Jay Oh in , . The brand emerged as a response to the prevailing eyewear market's lack of options tailored to Asian consumers, where most designs catered to European face shapes and overlooked innovative styles for broader demographics. Kim, who lacked a traditional background in eyewear , sought to address this gap by creating accessible yet distinctive frames that challenged conventional aesthetics. From its inception, Gentle Monster emphasized bold and artistic designs that blended Korean cultural influences with global trends. These early collections featured oversized, sculptural frames intended to serve as statement accessories rather than mere functional items, prioritizing creativity and wearability for diverse face shapes. This approach quickly differentiated the brand in a market dominated by standardized luxury offerings. In 2012, co-founder Jay Oh (also known as Jae Wook Oh) provided seed investment of approximately $100,000, enabling the launch of production. Frames were manufactured in , —a historic hub for assembly—and supplemented by facilities in to support initial scaling. This funding marked a pivotal step in transitioning from concept to commercial viability under Kim's creative direction.

Corporate Structure and Investments

Gentle Monster operates as the flagship brand of IICOMBINED Co., Ltd., a South Korean company that has maintained ownership of the label since its inception in 2011. Founded by designers Hankook Kim and Jay Oh, IICOMBINED focuses on innovative lifestyle brands, with Gentle Monster representing its core division. This allows for integrated operations in , , and retail, supporting the brand's emphasis on experiential luxury. A pivotal moment in the company's growth came in September 2017, when Asia—a backed by —invested approximately 60 billion Korean won (about $53 million) for a reported 7% stake in IICOMBINED. This infusion of capital, led by a including Groupe Arnault, enabled Gentle Monster to accelerate its global expansion, funding new store openings and enhanced distribution networks beyond . The investment underscored the brand's rising appeal in the luxury sector, positioning IICOMBINED for strategic scaling while retaining majority control with its founders. In June 2025, Google invested $100 million for a 4% stake in IICOMBINED to co-develop AI-powered smart glasses. As of November 2025, Gentle Monster's corporate framework has supported substantial international presence, with operations encompassing 80 stores across 14 countries, including flagship locations in major cities like , New York, and . Additionally, the brand distributes its collections through over 450 retailers in 30 countries, reflecting the investments' role in broadening market reach and operational scale. This structure continues to prioritize retail alongside wholesale partnerships, ensuring Gentle Monster's position as a leader in avant-garde eyewear.

Products and Offerings

Eyewear Collections

Gentle Monster's collections center on luxury and eyeglasses characterized by bold, frames that push the boundaries of traditional optical . These pieces often feature oversized shapes for dramatic visual impact, metallic accents for a futuristic sheen, and artistic motifs inspired by , creating wearable sculptures that blend functionality with high . Crafted from innovative materials such as , , , and , the frames emphasize durability and lightness while incorporating vibrantly tinted lenses to enhance aesthetic versatility. The brand's seasonal collections showcase evolving philosophies, with the 2025 introducing minimalist silhouettes and elevated frame details that redefine modern through lighter, delicate constructions. Models like Be Slo, Corori, Slyk, Sasaki, and B.B.B exemplify this approach, utilizing sleek metal frames and soft-curved acetates to offer refined yet innovative options suitable for diverse face shapes. These collections prioritize appeal, ensuring broad accessibility while maintaining an edgy, forward-thinking ethos. The 2026 Bouquet Collection was launched with an immersive pop-up space at the Gentle Monster store on the M floor of EmQuartier shopping center in Bangkok, continuing this evolution with floral-themed eyewear designs, including Bouquet 02, Futura 02, Musubi 02, and Tweed 01. Gentle Monster's in-house design process produces limited-edition pieces, emphasizing exclusivity by forgoing guaranteed restocks to preserve and desirability. This allows for rapid on thematic concepts, such as the Pocket Collection's compact, foldable frames with bold modern aesthetics, or the Jewelry Collection's integration of dreamlike adornments into structures. Collaborations, like the third partnership with , briefly influence specific lines by incorporating cybercore elements and signature details, further diversifying the core offerings without overshadowing the brand's independent vision.

Accessories and Expansions

Gentle Monster has diversified its offerings beyond its foundational line by introducing complementary accessories, including jewelry, to enhance its position in the luxury fashion market. The brand's entry into these categories reflects a strategic move to create cohesive ensembles, with products designed to echo the bold, experimental aesthetic synonymous with its core collections. A key milestone in this expansion is the launch of the 2025 Jewelry Collection, which seamlessly integrates jewelry elements into and standalone pieces, such as pearl-inspired statement frames and crystal-embellished temples. This collection, comprising 10 main styles in metal and wire, reimagines accessories as , blurring the boundaries between optical wear and fine adornments for a more opulent appeal. In terms of lifestyle expansions, Gentle Monster has developed branded items tied to its immersive pop-up experiences, such as limited-edition pieces available exclusively at themed store events. These include collaboration-specific accessories that tie into narrative-driven installations, fostering a deeper connection with the brand's without venturing into full apparel lines.

Historical Development

Early Years and Breakthrough

Gentle Monster was founded by Hankook Kim in , , with the brand launching its first collections in 2012 through the opening of its inaugural store in the Apgujeong district. The initial lines featured bold, experimental designs that deviated from conventional styles, emphasizing oversized frames and innovative shapes crafted with high-quality materials produced in . This approach quickly resonated with South Korean consumers, leading to rapid domestic success as the brand captured attention in a market dominated by traditional eyewear giants. The brand's breakthrough came in 2013-2014 when actress prominently wore Gentle Monster frames in the hit K-drama , which aired from December 2013 to February 2014. Her character's stylish use of the , particularly the "DIDIDI" model, sparked widespread demand and elevated the brand's visibility, earning it the nickname "Jun Ji-hyun sunglasses" among the public. This celebrity endorsement propelled sales and cemented Gentle Monster's status as a trendy, must-have accessory in , marking a pivotal shift from niche appeal to mainstream popularity. From its inception, Gentle Monster employed savvy early marketing tactics centered on limited editions and artistic packaging to generate hype and exclusivity. These strategies included releasing small-batch collections with unique, collectible designs wrapped in visually striking boxes that enhanced the experience, fostering a sense of luxury and urgency among buyers. By positioning the as rather than mere functionality, the built a dedicated following in , laying the groundwork for its explosive growth.

Global Expansion and Milestones

Gentle Monster marked its entry into the market with the opening of its first flagship store in New York City's SoHo neighborhood in February 2016. This pioneering location on Grand Street served as a gateway for the brand's Western expansion, introducing its eyewear to American consumers. The following year, in October 2017, Gentle Monster opened its second U.S. store in at 816 South Broadway, further solidifying its presence on the West Coast. The brand's push into began in July 2018 with the launch of its inaugural European flagship on Argyll Street in , themed around to reflect cultural fusion. Building on this foundation, Gentle Monster accelerated its European growth in 2024–2025, establishing its first European office in in September 2024, followed by a flagship in March 2025 and a store in October 2025. In , where the brand originated, expansion continued into emerging markets such as and additional Chinese cities, with over 20 stores in by late 2024 and new outposts like the flagship in 2025. Key milestones underscored this global trajectory, including the brand's debut presentation at in September 2016 for its Spring 2017 collection, which highlighted 24 new designs and elevated its international profile. An from LVMH-backed in September 2017, valued at approximately $60 million for a minority stake, provided crucial funding to fuel further international growth. In June 2025, announced a $100 million in Gentle Monster's company to develop AI-powered eyewear. As of 2025, Gentle Monster operates 81 stores across 14 countries. Post-pandemic recovery drove significant digital sales growth, with online revenue surging over 50% to $44.8 million in 2024, complementing physical store openings in markets like Japan's , planned for summer 2026. This hybrid approach not only boosted accessibility but also reinforced the brand's resilience and adaptability in a recovering global luxury sector.

Retail and Experiential Design

Flagship Store Concepts

Gentle Monster's flagship stores are renowned for their conceptualization as immersive galleries, where retail spaces transform into theatrical environments that elevate eyewear shopping into a multisensory . These designs prioritize narrative-driven over traditional , drawing inspiration from , , and cultural motifs to create site-specific worlds that encourage exploration and interaction. By integrating bold architectural elements, kinetic sculptures, and thematic storytelling, the brand blurs the boundaries between fashion, , and performance, fostering a sense of wonder that aligns with its aesthetic. Early examples illustrate this innovative approach. In 2016, the flagship unveiled the "Grand Blue" installation, an underwater-themed spectacle featuring layers of shattered recycled glass mimicking ocean waves and coral structures, designed by glass sculptor Ivan Lee Mora and aquarium designer Justin Muir to evoke serenity and depth. Similarly, the 2018 store adopted a "Kung Fu" theme, depicting extraterrestrial aliens mastering through kinetic sculptures and multisensory elements across two floors, blending sci-fi narratives with dynamic movement to immerse visitors in an otherworldly training ground. In , the brand's inaugural 2013 showroom in Nonhyeon featured a full-scale ship installation in the courtyard, symbolizing exploratory voyages and setting the tone for future experiential retail experiments. These concepts are developed by Gentle Monster's in-house team, which crafts bespoke experiences to fuse with entertainment, ensuring each reflects a unique cultural or conceptual narrative tailored to its location. By 2025, Gentle Monster's designs have evolved to incorporate , enhancing interactivity while maintaining artistic integrity; for instance, the Haus Nowhere features massive LED digital screens and kinetic artworks that animate the space, guiding visitors through immersive retail environments.

International Store Network

As of 2023, Gentle Monster maintained a network of 81 owned stores spanning 14 countries, including key markets such as , the , , the , and , with products also distributed through more than 450 select authorized luxury multi-brand retailers across 30 countries, rather than standard local optical shops focused on everyday brands. The brand's eyewear, including prescription lenses as part of its eyeglasses offerings, is primarily available through its own flagship and international stores, the official online shop, and these authorized luxury retailers. This operational footprint supports the brand's strategy while leveraging wholesale partnerships to broaden accessibility in diverse regions. The brand strategically positions its stores in high-traffic urban districts to maximize visibility and foot traffic, such as the SoHo neighborhood in and the Gangnam area in . These locations often incorporate immersive designs that enhance the shopping experience, drawing in both locals and tourists. Additionally, Gentle Monster employs pop-up stores for temporary expansions, hosting them in major cities worldwide to promote limited-edition collections and test new markets without long-term commitments. In 2025, the brand expanded its network with new flagships, including in March, Tokyo's Ginza district in August, Haus Nowhere in in September, and Paris's district in October. To align with regional preferences, Gentle Monster adapts its offerings to local markets, providing Asia-focused sizing with larger frames suited to facial structures common in that region, while incorporating Europe-tailored themes in store presentations and product curation to resonate with Western aesthetics. This approach ensures cultural relevance and operational efficiency across its international presence.

Marketing and Branding

Core Strategies and Campaigns

Gentle Monster's core marketing strategies revolve around , which immerses consumers in narrative-driven campaigns that transform into cultural artifacts rather than mere accessories. This approach emphasizes immersive video series and artistic films to convey the brand's dual identity of "gentle" elegance and "monster" boldness, fostering emotional connections and shareable content across platforms. Social media virality forms another pillar, leveraging carousels, AR try-on filters, and teaser drops to generate buzz and . Campaigns often feature swipe-to-reveal mechanics and geo-tagged posts that encourage real-time engagement, turning followers into brand advocates and amplifying reach organically. Scarcity marketing complements this by limiting product availability through exclusive drops and temporary pop-ups, creating urgency and perceived exclusivity that drives demand without price adjustments. For instance, collaborations like those with or often sell out rapidly, reinforcing the brand's premium positioning. A seminal campaign illustrating these strategies is the 2017 collaboration with , a series of short films that portrayed as embodiments of inner "gentle monsters," blending artistry and fluidity to explore themes of duality. Directed as an exclusive collection launch, the videos captured Swinton's creative essence, sparking widespread online discussion and establishing Gentle Monster's reputation for cinematic marketing. The brand sustains youth appeal through ongoing integration of the wave, incorporating idols into narrative campaigns that resonate with global Gen Z audiences. Partnerships with artists like BLACKPINK's Jennie have powered collections such as JENTLE SALON, using mobile games, pop-ups, and social teasers to blend music with , boosting cultural relevance and sales velocity. In 2025, Gentle Monster advanced its strategies with AI-driven personalization in online campaigns, utilizing tools for targeted search optimization and achieving a 39% uplift in return on ad spend while reducing budgets. This included the BOLD series featuring , which incorporated AI-generated digital avatars to enhance creative efficiency and audience engagement. The brand is positioned to expand into experiences, integrating virtual fashion elements into campaigns to lead in digital-native retail, with projections showing metaverse influence growing to where 39.5% of fashion-forward consumers expect Gentle Monster to lead by 2028. In May 2025, Gentle Monster announced a partnership with to develop AI-powered smart eyewear using the Android XR platform, enhancing its branding through innovative tech integration and announced at 's I/O conference. This was followed in June by 's $100 million investment for a 4% stake, underscoring the brand's forward-thinking marketing in . Additionally, the 2025 Fall Collection campaign "THE HUNT," starring and directed by , continued the cinematic approach with a one-minute blending and .

Celebrity and Cultural Influence

Gentle Monster has garnered significant visibility through endorsements by international celebrities, who frequently incorporate the brand's eyewear into their public appearances and red-carpet looks. Icons such as Beyoncé, Rihanna, Gigi Hadid, and Travis Scott have been spotted wearing Gentle Monster frames, contributing to the brand's appeal among global fashion enthusiasts. In the K-pop sphere, BLACKPINK's Jennie Kim has made multiple high-profile appearances donning the brand's designs, including at events and in promotional content, amplifying its resonance within youth culture. The brand's cultural influence is deeply intertwined with the Hallyu wave, which has propelled Korean fashion onto the international stage since the mid-2010s. Gentle Monster has appeared prominently in K-dramas, such as when actress wore the Her 01 model in the 2019 hit , sparking widespread interest among viewers worldwide. Similarly, the frames have featured in K-pop music videos and performances by idols, enhancing the brand's status as a staple of contemporary Korean pop culture . This integration has helped Gentle Monster ride the broader Hallyu phenomenon, fostering organic adoption in and beyond. In 2024 and 2025, endorsements from figures like Kendrick Lamar and Susan Sarandon have further elevated the brand's profile in the United States, aligning with a period of accelerated market growth. Lamar's appearances wearing Gentle Monster pieces in music-related contexts have resonated with hip-hop audiences, while Sarandon's longstanding affinity has bridged generational appeal. These endorsements have supported the brand's U.S. expansion, contributing to a 48% year-over-year revenue increase in 2023 and sustained momentum into the following years. In January 2026, Gentle Monster launched the Bouquet Collection campaign, featuring Thai celebrities Pond Naravit, Film Rachanun, Milk Pansa, Namtan Film, and others promoting floral-themed eyewear designs including Bouquet 02, Futura 02, Musubi 02, and Tweed 01. The campaign generated significant fan reactions through the celebrities' Instagram posts, with the topic trending with 69 posts and 16,049 total engagements. Later that month, the brand hosted an immersive pop-up event for the 2026 Bouquet Collection at its store on the M floor of EmQuartier shopping center in Bangkok, with Thai celebrities PP Krit, wearing Simon Rocha, and Nicha Nuttanicha attending as special guests. The event created substantial online buzz, with #GentleMonsterxPP trending number one on X, garnering 26 posts and 11,714 total engagements.

Collaborations and Partnerships

Design and Fashion Collaborations

Gentle Monster has engaged in several notable collaborations with fashion designers to create limited-edition collections that blend innovative with the brand's signature bold style. In 2016, the brand partnered with Danish designer Henrik Vibskov, resulting in experimental frames such as the Matches Glasses series, which featured unconventional round shapes and metallic finishes inspired by Vibskov's runway influences. This partnership introduced playful, boundary-pushing elements to Gentle Monster's lineup, emphasizing artistic expression over traditional norms. The following year, in 2017, Gentle Monster collaborated with Dutch designer , founder of Moooi, to launch the Third Eye Collection, known for its sculptural designs centered around a circular lens motif that evoked futuristic and philosophical themes. These frames incorporated ergonomic, furniture-inspired contours, highlighting Wanders' expertise in blending functionality with artistic form. More recently, Gentle Monster deepened its ties with high-fashion houses through a second iteration of its partnership with in 2024, directed by creative head . This collection, launched on March 7, featured 17 deconstructed eyewear pieces, including the voluminous MM101 and MM102 models with metallic, mask-like structures that wrapped around the face, drawing from themes of time, inheritance, and cybercore aesthetics. The designs emphasized fragmented silhouettes and exaggerated proportions, aligning with Margiela's subversive couture ethos while integrating Gentle Monster's precision craftsmanship. Captured in a campaign by photographer Jordan Hemingway, the release underscored the collaboration's evolution from its initial 2023 outing into more intricate, era-blending expressions. In February 2025, the partnership continued with a third collection, featuring 20 unique eyewear designs that further explored cybercore aesthetics through metallic materials and bold silhouettes, photographed by Jordan Hemingway. A prominent ongoing series involves BLACKPINK member Jennie Kim, who has co-designed multiple capsule lines under the "Jentle" moniker, infusing personal whimsy into . The inaugural Jentle Home collection debuted in April 2020, presenting dollhouse-inspired frames that evoked Kim's childhood memories and sold out immediately upon launch. This was followed by Jentle Garden in March 2022, a verdant-themed effort with floral motifs and customizable elements that also achieved rapid sell-outs, expanding the line's playful narrative. The third installment, Jentle Salon in April 2024, introduced eight customizable frames paired with 11 charms, packaged in a pink salon-themed box complete with accessories like a , further personalizing the designs with Kim's detail-oriented style. In May 2025, Gentle Monster launched the Pocket Collection in collaboration with , introducing 21 foldable eyewear designs, including the Pico 02(V) model, packaged with a limited-edition doll. Fronted by aespa's Karina, this partnership blended high-fashion with pop culture iconography, featuring pop-up experiences in , , , and . These fashion collaborations have significantly elevated Gentle Monster's prestige by associating the brand with renowned designers and cultural icons, resulting in exclusive, limited releases that generate high demand and bolster its luxury positioning in the global market. Without compromising the core identity of bold, accessible innovation, such partnerships have driven sold-out drops and enhanced brand credibility through cross-cultural appeal.

Media and Technology Partnerships

Gentle Monster has pursued strategic partnerships with technology and media entities to integrate advanced features into its eyewear and enhance consumer engagement through immersive experiences. In 2019, the brand collaborated with to launch the X Gentle Monster series, a line of smart glasses that combined fashionable frames with built-in audio capabilities, connectivity, and technology for hands-free calls and music playback. This partnership marked Gentle Monster's entry into wearable tech, blending aesthetic design with functional innovation to appeal to tech-savvy consumers seeking stylish alternatives to bulky earbuds. Building on this foundation, Gentle Monster incorporated (AR) and (VR) elements into pop-up experiences throughout the to facilitate virtual try-ons and interactive promotions. For instance, the "My Mars" pop-up shop featured AR filters and touch-screen walls allowing visitors to digitally experiment with designs, creating a subconscious exploration of style in a futuristic setting. Similarly, collaborations like the one with ZEPETO enabled users to try on limited-edition frames via virtual avatars in a environment, fostering social interactions and gaming-inspired customization. These media tie-ins extended product promotion beyond physical retail, leveraging AR for seamless online-offline integration and enhancing brand immersion without relying solely on traditional . In the gaming and entertainment sector, Gentle Monster partnered with Bandai Namco for the 2024 collaboration, releasing the "Inferno CS1" frames inspired by the character Devil Kazuya's iconic horns. This limited-edition eyewear, encased in a glove-like enclosure, bridged with interactive gaming culture, including an in-game skin unlockable through the partnership. The collection, available from September 2024, emphasized bold, silver-goggled designs that fused reality with virtual combat aesthetics, attracting and fashion enthusiasts alike. By 2025, Gentle Monster expanded its technology alliances with major players like and to advance AI-driven smart . The partnership, announced at I/O 2025, positioned Gentle Monster as a launch partner for Android XR glasses, integrating Gemini AI for enhanced features and stylish frames aimed at everyday wear. Complementing this, 's Galaxy XR initiative included Gentle Monster in developing fashion-forward with AI-native capabilities, further blurring lines between media consumption, digital retail, and wearable tech. These developments underscore Gentle Monster's commitment to evolving as a platform for branded digital content and experiential promotion.

Business Model

Pricing Strategy

Gentle Monster employs a strategy that positions its as a luxury accessible to a discerning clientele, with standard and eyeglasses typically ranging from $200 to $300. This range accounts for variations in frame styles, lens types, and basic materials, allowing the brand to cater to everyday luxury consumers while maintaining an entry point below ultra-high-end competitors. Premium frames, often featuring advanced materials like or custom , can extend up to $500, emphasizing enhanced durability and aesthetic innovation. In the 2025 Jewelry Collection, prices range from $360 to $530. The brand's pricing reflects its commitment to artisanal quality and exclusivity, where higher markups justify the craftsmanship involved in handcrafted designs and the costs of immersive retail experiences. By setting prices in the upper-mid luxury segment, Gentle Monster signals superior value through unique, fashion-forward silhouettes tailored for diverse face shapes, particularly Asian features, fostering a sense of prestige without alienating younger demographics. These markups also support the operational expenses of experiential stores, such as artistic installations and pop-up concepts, which elevate the purchase into a cultural event rather than a mere transaction. To reinforce scarcity and desirability, Gentle Monster avoids discounts and instead limits product availability, driving demand through controlled supply rather than price reductions. This approach sustains the brand's aura of exclusivity, encouraging full-price purchases and repeat visits. Limited-edition releases command additional premiums, often 20-50% above standard lines, to capitalize on hype around collaborations or seasonal themes.

Financial Growth and Valuation

Gentle Monster's revenue experienced rapid growth in the late , reaching an estimated $160 million in 2015, largely driven by the global surge in popularity and targeted market expansions that capitalized on the brand's experiential retail appeal. This momentum persisted into the , with the parent company IICOMBINED reporting consolidated revenue of approximately ₩789 billion (about $570 million) in 2024, reflecting a 30% year-on-year increase fueled by international sales and digital channels. Gentle Monster accounted for nearly 80% of group revenue, estimating brand revenue at around $456 million in 2024. In June 2025, invested $100 million for a minority stake to collaborate on smart glasses, supporting further expansion. sales on gentlemonster.com reached $47 million in 2024, with anticipated 20-25% increases into 2025. The brand's valuation has been significantly enhanced by strategic investments, including LVMH-backed L Catterton's 2017 minority stake valued at approximately $60 million, alongside the development of its global store network. By September 2025, IICOMBINED's enterprise value exceeded 3 won (approximately $2.3 billion), underscoring the division's dominance, which accounted for nearly 80% of group revenue. Gentle Monster maintains a high-margin luxury , achieving gross margins above 80% in 2024 through a low cost-of-goods-sold ratio of 15.7%, enabling robust profitability with operating margins near 30%. Facing challenges from the in 2020, Gentle Monster accelerated its recovery by pivoting to , which evolved from 7% of regional sales pre-crisis to a projected 50% share post-lockdown, facilitating broader accessibility and resilience. This adaptation supported distribution expansion to over 30 countries via online platforms and wholesale partnerships, contributing to sustained revenue growth amid global disruptions.

References

  1. https://www.showstudio.com/contributors/gentle-monster
  2. https://parisee.com/en/gentle-monster-history-design-collections
  3. https://www.reuters.com/article/business/lvmh-backed-pe-fund-buys-a-piece-of-south-korean-style-idUSKCN1BJ007/
  4. https://www.kedglobal.com/tech%2C-media-telecom/newsView/ked202506200005
  5. https://www.lcatterton.com/Press.html#!/LCAsia-partners-with-GentleMonster
  6. https://www.vogue.com/article/eyewears-new-innovators-indie-brands
  7. https://miaburton.com/en/magazine/style/all-about-gentle-monster
  8. https://www.ezcontacts.com/blog/gentle-monster-why-the-brand-blew-up/
  9. https://www.vogue.com.au/fashion/news/gentle-monster/news-story/9ff368437e94a96aca2b45998459c230
  10. https://www.forbes.com/sites/pamdanziger/2024/09/10/meet-gentle-monster-fusing-k-pop-excitement-with-immersive-retail-in-luxury-eyewear/
  11. https://www.gentlemonster.com/terms/privacy_new.php
  12. https://www.koreaherald.com/article/1695573
  13. https://pulse.mk.co.kr/news/english/10847550
  14. https://www.hollywoodreporter.com/news/general-news/gentle-monster-tilda-swintons-favorite-eyewear-label-opens-la-1044513/
  15. https://insideretail.asia/2025/06/25/google-to-invest-100m-in-gentle-monster-to-develop-ai-powered-glasses/
  16. https://www.costar.com/article/1517934027/eyewear-brand-with-k-pop-ties-plans-first-us-store-in-beverly-hills
  17. https://www.kfriday.net/posts/k-fashion/768
  18. https://ateliernewyork.com/collections/gentle-monster
  19. https://www.gentlemonster.com/us/en/category/sunglasses/2025-fall-collection
  20. https://www.gentlemonster.com/au/en/category/glasses/2025-optical
  21. https://www.instagram.com/p/DTfkFLnAaIE/
  22. https://x.com/bkppuniverse/status/2011575981426033028
  23. https://www.gentlemonster.com/us/en/category/collections/pocket-collection
  24. https://www.gentlemonster.com/us/en/category/collections/maison-margiela
  25. https://www.highsnobiety.com/p/gentle-monster-jewelry-collection/
  26. https://www.lofficielph.com/fashion/gentle-monster-2025-jewelry-collection
  27. https://luxus-plus.com/en/how-does-gentle-monster-blur-the-codes-between-eyewear-and-jewelry/
  28. https://www.designboom.com/design/gentle-monster-jentle-house-korea-06-02-2020/
  29. https://www.spot.ph/shopping/the-latest-shopping/106718/what-is-gentle-monster-brief-history-a4373-20231014
  30. https://www.kpopherald.com/article/1696239
  31. https://en.koreaportal.com/articles/53542/20250602/korean-eyewear-sensation-gentle-monster-sets-sights-europe-u-s.htm
  32. https://www.highsnobiety.com/tag/gentle-monster/
  33. https://www.highsnobiety.com/p/gentle-monster-marketing-2024/
  34. https://dotdottdottt.substack.com/p/brand-mrna-gentle-monster-sunglasses-kpop-jennie-black-pink-strategy
  35. https://www.wallpaper.com/fashion/martial-arts-gentle-monster-opens-a-kung-fu-inspired-london-boutique
  36. https://pulse.mk.co.kr/news/english/11332583
  37. https://daxueconsulting.com/gentle-monster-in-china/
  38. https://www.youtube.com/c/gentlemonsterofficial
  39. https://sidewalkhustle.com/nyfw-gentle-monster-2017-collection-at-milk-studios/
  40. https://insideretail.us/google-to-invest-100m-in-gentle-monster-to-develop-ai-powered-glasses/
  41. https://gripsintelligence.com/insights/retailers/gentlemonster.com
  42. https://www.forbes.com/sites/kevinrozario/2025/09/22/gentle-monster-moncler-to-make-japanese-airport-debut-at-kansai-alongside-avolta/
  43. https://www.renascence.io/journal/how-gentle-monster-enhances-customer-experience-cx-with-art-driven-retail-and-immersive-store-design
  44. https://hypebeast.com/2016/5/gentle-monster-grand-blue-installation
  45. https://www.ivanleemora.com/grandblue
  46. https://www.designboom.com/architecture/aliens-kung-fu-gentle-monster-london-store-09-07-2018/
  47. https://wwd.com/business-news/retail/feature/exclusive-gentle-monster-debuts-first-european-flagship-store-london-1202765600/
  48. https://asiadesignprize.com/media/270950
  49. https://retaildesignblog.net/2021/03/01/haus-dosan-gentle-monster-store/
  50. https://superfuture.com/2020/08/new-shops/shenyang-gentle-monster-store-opening/
  51. https://invidis.com/news/2025/11/house-nowhere-the-most-exciting-store-in-the-world/
  52. https://www.designboom.com/architecture/gentle-monster-haus-nowhere-seoul-giant-breathing-dachshund-installation-09-10-2025/
  53. https://www.gentlemonster.com/us/en/category/glasses/prescription
  54. https://www.gentlemonster.com/us/en/customercare
  55. https://wwd.com/fashion-news/fashion-scoops/10-corso-como-gentle-monsters-first-store-europe-1237011456/
  56. https://www.lcatterton.com/Investments.html
  57. https://superfuture.com/2025/08/new-shops/tokyo-gentle-monster-flagship-store-opening-2/
  58. https://superfuture.com/2025/10/new-shops/paris-gentle-monster-store-opening/
  59. https://culted.com/theres-nothing-gentle-about-the-way-gentle-monster-disrupted-eyewear/
  60. https://www.fashionality.nyc/gentle-monster-debuts-first-european-store-at-10-corso-como-with-kinetic-art-experience/
  61. https://www.lukehart.uk/insights/case-study/gentle-monster-how-digital-marketing-and-branding-propelled-a-korean-luxury-brand-to-global-success/
  62. https://www.linkedin.com/pulse/gentle-monster-marketing-strategy-china-case-study-zengyu-li
  63. https://www.youtube.com/watch?v=IWCcP1GIodc
  64. https://metalmagazine.eu/en/post/tilda-swinton-x-gentle-monster-a-match-made-in-heaven
  65. https://www.papermag.com/gentle-monster-jennie-blackpink
  66. https://shareofmodel.ai/stories/gentle-monster-elevates-campaign-performance-with-ai-driven-search-optimization
  67. https://www.newwavemagazine.com/single-post/gentle-monster-campaign-featuring-tilda-swinton-lets-digital-avatars-take-center-stage
  68. https://www.forbes.com/sites/alexlevin/2025/05/21/gentle-monster-and-warby-parker-to-partner-with-google-on-new-smart-glasses/
  69. https://hypebeast.com/2025/6/google-gentle-monster-stake-100-million-4-percent-smart-glasses-investment-info
  70. https://www.instagram.com/reel/DQvlOCjjx_X/
  71. https://www.allkpop.com/article/2024/07/blackpink-jennies-influence-helps-gentle-monster-purchase-a-285-billion-krw-207-million-usd-property-in-cash
  72. https://www.sportskeeda.com/us/k-pop/every-brand-represented-blackpink-jennie-2024
  73. https://thepost.ph/lifestyle/fashion-2/cop-your-favorite-hallyu-stars-wardrobe-with-these-designer-pieces/
  74. https://www.preview.ph/fashion/gentle-monster-sunglasses-k-drama-a00300-20200331
  75. https://www.ajupress.com/view/20161124080418880
  76. https://www.instagram.com/p/DThknNjjx1k/
  77. https://x.com/search?q=%23gentlemonsterxpp
  78. https://www.threads.com/@nychaa/post/DTc3YaEk4NY/gentlemonster-gentlemonster-gentlemonster-bouquetcollection-gentlemonster
  79. https://www.gentlemonster.com/us/en/category/collections/henrik-vibskov
  80. https://blancmagazine.com/gentlemonster/
  81. https://www.surfacemag.com/articles/dinner-moooi-gentle-monster-third-eye/
  82. https://www.maisonmargiela.com/en-us/mm-x-gentlemonster.html
  83. https://www.designscene.net/2024/03/maison-margiela-x-gentle-monster-2024.html
  84. https://www.maisonmargiela.com/en-gb/mm-x-gentlemonster-collaboration.html
  85. https://www.forbes.com/sites/jeffbenjamin/2020/04/15/blackpink-jennie-gentle-monster-jentle-home-collaboration/
  86. https://hypebae.com/2020/4/jennie-blackpink-gentle-monster-sunglasses-collaboration-collection-jentle-home-campaign-release
  87. https://wwd.com/fashion-news/fashion-scoops/blackpinks-jennie-second-gentle-monster-collection-details-1235130255/
  88. https://www.nylon.com/fashion/how-to-buy-blackpink-jennie-gentle-monster-2022-collab
  89. https://www.designscene.net/2024/04/jennie-gentle-monster-jentle-salon.html
  90. https://elle.com.sg/fashion/gentle-monster-jennie-jentle-salon/
  91. https://www.gentlemonster.com/us/en/stories/pocket-collection
  92. https://www.designscene.net/2025/05/gentle-monster-bratz.html
  93. https://www.vogue.com/article/whos-winning-the-luxury-sunglasses-battle-this-summer
  94. https://www.theverge.com/2019/3/26/18282300/huawei-smart-glasses-gentle-monster
  95. https://techcrunch.com/2019/03/26/huawei-announces-smart-glasses-in-partnership-with-gentle-monster/
  96. https://www.designscene.net/2019/08/gentle-monster-huawei.html
  97. https://www.heathermelvin.com/gentle-monster-popup-shop
  98. https://www.gentlemonster.com/us/stories/zepeto
  99. https://hypebeast.com/2020/8/gentle-monster-enlists-artists-for-virtual-eyewear-collection
  100. https://www.gentlemonster.com/us/en/category/collections/tekken8
  101. https://hypebeast.com/2024/9/gentle-monster-x-tekken-8-inferno-collab-release-info
  102. https://www.eyecmag.com/news/2024/9/24/a-look-at-gentle-monster-and-tekken-8s-inferno-cs1-sunglasses
  103. https://blog.google/products/android/android-xr-gemini-glasses-headsets/
  104. https://news.samsung.com/global/introducing-galaxy-xr-opening-new-worlds
  105. https://www.wareable.com/wearable-tech/samsung-smart-glasses-warby-parker-gentle-monster-partnership-announcement
  106. https://jingdaily.com/posts/the-secrets-to-strange-luxury-eyewear-brand-gentle-monsters-quick-road-to-success
  107. https://www.farfetch.com/shopping/women/gentle-monster/glasses-frames-1/items.aspx
  108. https://www.klarna.com/us/shopping/cl/cl58/Sunglasses/?man_id=260752
  109. https://www.lofficielusa.com/fashion/gentle-monster-jewelry-collection-2025-shop
  110. https://daxueconsulting.com/gentle-monster/
  111. https://askpot.com/directory/gentlemonster.com/swot
  112. https://www.businessoffashion.com/articles/news-analysis/how-gentle-monster-road-the-k-pop-wave-to-160-million/
  113. https://www.ewintelligence.com/financial-results/gentle-monster-parent-company-revenue-up-30-in-fy2024/115069.article
  114. https://ecdb.com/resources/sample-data/retailer/gentlemonster
  115. https://pulse.mk.co.kr/news/english/11427850
  116. https://www.yahoo.com/lifestyle/gentle-monster-post-pandemic-retail-120017438.html
Add your contribution
Related Hubs
User Avatar
No comments yet.