• Website: gentlemonster.com
• Founded: 2011, Seoul, South Korea
• Founder: Hankook Kim
• Owned By: IICombined
• Known For: Avant-Garde Eyewear, Immersive Flagship Stores, Maison Margiela Collaborations, Jentle Salon, Artistic Campaigns
• Category Focus: Sunglasses, Optical Eyewear, Fashion Collaborations, Accessories
Gentle Monster is one of the world's most influential luxury eyewear brands, renowned for its avant-garde design, immersive retail experiences, and innovative collaborations. Founded in 2011 by Hankook Kim in Seoul, South Korea, the brand revolutionized premium eyewear by blending fashion, contemporary art, and experiential storytelling. Rather than functioning as traditional boutiques, Gentle Monster stores are designed as ever-changing artistic installations that attract visitors from around the world.
Known for combining bold silhouettes, futuristic aesthetics, premium craftsmanship, and cultural innovation, Gentle Monster has created iconic collections including the Her, Lilit, Lang, Billy, Maison Margiela Collaboration, Jentle Salon, Pocket Collection, and Veggie Collection. The brand is equally recognized for collaborations with global names including Maison Margiela, Jennie, Moncler, Bratz, Disney, and Formula One.
Today, Gentle Monster operates as part of IICombined, alongside beauty brand Tamburins and dessert concept NUDAKE, continuing to redefine luxury eyewear through fashion, technology, and immersive retail experiences. The company now operates boutiques across major fashion capitals worldwide.
Her
Lilit
Lang
Billy
Maison Margiela Collaboration
Jentle Salon Collection
Pocket Collection
Veggie Collection
Hankook Kim founded Gentle Monster in 2011 after recognizing that many global eyewear brands overlooked Asian facial proportions. The company initially focused on designing oversized frames that better suited Asian consumers while maintaining premium craftsmanship. Its breakthrough came when actress Jun Ji-hyun wore Gentle Monster sunglasses in the hit Korean drama My Love From the Star, rapidly elevating the brand's visibility across Asia.
Rather than relying solely on product design, Gentle Monster differentiated itself through immersive flagship stores that combine contemporary art, robotics, architecture, and fashion. This experiential retail strategy attracted worldwide attention and helped the company expand internationally. In 2017, LVMH acquired a minority stake in IICombined, validating Gentle Monster's position as one of Asia's most influential luxury brands.
Key Milestones:
• 2011: Gentle Monster is founded in Seoul by Hankook Kim.
• 2013: My Love From the Star dramatically increases the brand's popularity across Asia.
• 2016: Opens its first flagship store in New York City.
• 2017: LVMH acquires a minority stake in IICombined.
• 2024: Launches the third Maison Margiela x Gentle Monster collaboration and Jentle Salon with Jennie.
• 2026: Introduces the Bouquet, Circuit, and Veggie collections, expanding its storytelling-driven approach through collaborations with Disney, Formula One, and campaigns featuring FKA twigs and Karina.
Gentle Monster continues demonstrating that luxury eyewear can function simultaneously as fashion, collectible design, and immersive artistic experience.
“Gentle Monster proves that luxury extends far beyond the product itself. Its strength lies in transforming eyewear into an immersive cultural experience where fashion, art, architecture, and storytelling become inseparable.”
Gentle Monster matters because it transformed luxury eyewear into a cultural experience.
Its influence can be seen across:
• Luxury Eyewear
• Contemporary Art
• K-Fashion
• Experiential Retail
By combining bold design, artistic storytelling, and immersive retail environments, Gentle Monster continues redefining what a modern luxury brand can become.
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