What ambitions are hidden in Gentle Monster’s “moves”?

One early turning point came in 2012, when Gentle Monster glasses made a cameo in the billion-view phenomenon that was PSY’s Gangnam Style. The global sensation, powered by an irrepressible beat and signature “horse dance”, propelled PSY beyond Korea’s borders and into the global spotlight. And along with him, the eyewear brand he sported. Since then, Gentle Monster has enjoyed an enviable position among Korean artists and the youth who idolise them.

Yet it wasn’t until 2020, with the debut of a collaboration with global It-girl Jennie Kim, that Gentle Monster’s star truly soared. The partnership between a trend-forward eyewear label and one of pop culture’s most influential figures proved to be a masterstroke. Four collections later—Jentle Home (2020), Jentle Garden (2022), Jentle Salon (2024), and the latest Jewellery Collection 2025—the results speak for themselves. These launches didn’t just cause a stir—they sparked fashion frenzies.

With every release, Gentle Monster has expanded its universe, transforming each drop into more than just product launches. Limited-edition collections and pop-up spaces have created not only spectacle, but emotional pull—drawing in both avid collectors and fashion-forward fans of Jennie’s distinct aesthetic. Each experience feels designed to help unlock a deeply personal connection to style.

When Jentle Salon launched in May 2024, lines snaked outside Gentle Monster’s flagship stores from Seoul and Tokyo to Shanghai and Bangkok. It’s no small feat to gather such anticipation—and yet, for Gentle Monster, it’s become almost expected.

Online, the excitement was just as palpable. Within barely an hour of the virtual doors opening, many styles and charms were marked “sold out”. Demand ran so high that several shops were compelled to enforce a cap of three pairs per customer. That same year, the brand recorded revenue surpassing 600 billion won—approximately 444.3 million USD.

Gentle Monster continues to extend its experimental edge, unafraid to partner with legacy luxury houses or high-profile talents from diverse industries in a bid to expand its cultural influence. Among its headline-making ventures: SON 7 (2022) and BOLD (2023), created in collaboration with football star Son Heung Min, marking an unexpected but compelling convergence of fashion and sport. Elsewhere, the brand’s three-year partnership with avant-garde maison Margiela reveals a shared penchant for subversion. Then there’s the eye-popping collision with gaming franchise Tekken 8, an audacious blend of fashion and virtual combat that tears down the walls between two seemingly disparate realms.

Looking ahead, the upcoming collaboration with G-Dragon has already sent waves through the fashion community. The K-pop pioneer, long regarded as a style oracle, joining forces with Gentle Monster—a brand in full ascension—is seen not merely as a marketing venture but as a near-certain cultural moment.

Initial imagery reveals the unmistakable presence of white chrysanthemums, a motif G-Dragon began promoting after completing military service. The glasses themselves—adorned with 160 charms—along with their custom case and silhouette, speak distinctly to his personal aesthetic. There’s also a subtle nod to a modern Übermensch spirit: the idea of the wearer as the central figure in their own narrative.

In an era where “personalisation” is no longer optional but expected across creative disciplines, fashion is no exception. Gentle Monster detected this shift early on and has woven it into its ethos since day one. The brand doesn’t simply produce striking eyewear—it invites wearers to take part in the creative process, embellishing frames to suit their own sense of style.

See also: What makes ceramics so attractive in the world of jewellery?

Historically, sunglasses were a peripheral detail in fashion’s larger tableau, often the domain of European powerhouses such as Ralph Lauren, Gucci and Ray-Ban. Yet one truth remained largely unspoken: most designs were not created with Asian facial features in mind.

It was this gap that caught the attention of Gentle Monster founder Hancook Kim. He observed that Asian faces typically have smaller proportions, more prominent cheekbones, and lower nose bridges compared to Western counterparts. This meant standard frames often sat awkwardly, required constant adjustment, and left pressure marks at the bridge. His solution? A collection of eyewear designed specifically with these facial nuances in mind. True to its name, Gentle Monster introduced a lens on luxury that celebrated an Asian identity—laying the foundation for what would become a decade-long journey of redefining “personalised accessories” and positioning the brand as a formidable tastemaker in global fashion.

One of the ways Gentle Monster asserts its style in the world of accessories lies in its distinctive use of charms, thoughtfully embedded in each eyewear design. When the Jentle Salon collection launched in 2024, it wasn’t just the frames that drew admiration—it was the whimsical decorative charms that captured the imagination. From pastel hues to Y2K, balletcore and even cottagecore influences, the playful motifs—unicorns, bows, stars, clouds and even capybaras—offered more than just visual delight. They stirred something familiar, nostalgic even, reminding wearers of youthful stories and comforting memories.

Read more: Naughty bags and the story of the desire to collect behind the eccentric appearance

In contrast, the 2023 Gentle High School campaign embraced digital innovation. Through artificial intelligence, users could upload selfies to create Y2K-style student ID cards. But this was more than a clever tech feature—it was a cultural bridge, carefully constructed between nostalgia and the new digital vernacular. The tool was made available across several markets, including China, where the hashtag #gentlemonster garnered more than 120 million views on Xiaohongshu, cementing its viral status.

And in 2024, just as the aesthetic tide turned from Y2K to Y3K—defined by hyper-futurism and immersive digital surrealism—Gentle Monster once again took the lead. In collaboration with Mugler, the Gentle Monster x Mugler capsule (Spiral 01, Spiral 02) introduced kinetic eyewear forms that blurred the line between accessory and animate sculpture. Part machine, part fashion statement, they reaffirmed the brand’s role as a first mover in cultural evolution.

For decades, Europe’s dominance in the eyewear market went unchallenged, with conglomerates like Luxottica claiming up to 80% of the global share as recently as 2023. Gentle Monster’s ascent, then, has the quality of a bold countermove—a confident shift from East to West. Without resorting to price wars or mass production, the brand carved its own niche through experiential storytelling. Every boutique becomes a stage: part retail space, part immersive gallery, where eyewear is secondary to the narrative that envelops it.

From Seoul and Tokyo to New York and London, the brand now operates 41 standalone boutiques across more than 30 countries—each built around the PSSCT philosophy: Product, Space, Styling, Culture redesign, and Technology. These locations redefine luxury retail as a curated environment, more theatre than shopfront. The brand doesn’t hesitate to go further still. From immersive art installations like Haus Dosan, inspired by Son Heung Min’s goal celebrations, to the Tekken 8 AR game zones and elaborate “unboxing” moments with global IT Girls, each launch is a media spectacle that draws not just buyers—but believers.

Numbers tell part of the story, but Gentle Monster’s true triumph lies in its transformation from niche Korean startup to global tastemaker. Its meteoric rise did not go unnoticed—LVMH acquired a 7% stake in the company in 2017, investing $60 million. Beyond capital, Gentle Monster has secured prestigious collaborations with names like Fendi, Alexander Wang, Marine Serre, Ambush, Coperni, Moncler and Maison Margiela. Each partnership, a strategic step toward cementing its place as a brand not merely made in Asia—but now shaping the future of fashion from it.

What stands out most, however, is Gentle Monster’s growing influence in shaping the style codes of the younger generation—particularly among IT Girls. From well-known names in its native Korea, including Lisa, Rosé, Jisoo of BLACKPINK, Jihyo from TWICE, and IVE’s Gaeul and Rei, to international stars such as Kendall Jenner, Kylie Jenner, Bella Hadid, Gigi Hadid, Dua Lipa, Hailey Bieber and Billie Eilish, the list of loyal followers speaks volumes. Their endorsement reflects the brand’s undeniable cultural pull.

Even icons like Beyoncé, Rihanna, Susan Sarandon and Tilda Swinton have become part of the Gentle Monster universe. Their continued presence reaffirms the brand’s steady footing and promise for the future—firmly holding its place amid the shifting rhythms of global fashion.

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