In a world where sunglasses are often all (sometimes literally) the same, Gentle Monster has broken them all thanks to their exceptional marketing skills that have generated some very impressive conversations on social media. It's not that far-fetched to assume that Gentle Monster could become the world's largest luxury eyewear brand, at least outside of its natural buzz.
Through collaborations, clever campaigns, and witty celebrity co-signs, Gentle Monster has become a textbook example of how to leverage viral marketing at a major level, and in turn, the go-to single-product manufacturer.
In this case, that product is sophisticated eyewear worn by the likes of the Kardashians, Timothée Chalamet, and frequent fan and friend Jennie of BLACKPINK. And probably everyone you know does too.
As part of its latest partnership with Jennie, Gentle Monster is opening pop-up shops or “Gentle Salons” in New York and Los Angeles showcasing eight of Jennie's “favorite” eyewear models, along with a few charms and accessories from each. To do.
Given that the brand's in-store experience is typically as much an art gallery as it is an optical store, the Jenny-themed pop-up is likely to become a hot topic on Instagram. But when does Gentle Monster not show up in your feed these days?
That's the point.
Are we interested in Gentle Monster glasses and their PR? Who cares? Basically the same.
Gentle Monster hits every time he swings. Of course, he not only collaborated with the likes of Jenny, but also presented a huge collection with Maison His Margiela and Indie His Accessories with his designer Deheageure, which quickly sold out.
Even Gentle Monster's inline products are a big hit.
The company's Jelly collection, for example, went viral on TikTok weeks before its January launch thanks to Gentle Monster-obsessed influencers, and sold out before anyone could even decide which candy-colored pair they wanted. I did.
And even Gentle Monster's recent seasonal campaign, modeled after a naked alien humanoid, is so captivating that it gives viewers courage. do not have Stop scrolling.
Of course, the big PR swing works because the product is solid. Or at least, because the brand is so beloved that its celebrity fan aura and quirky brand presentation captivate fans of Gentle His Monster.
Because in the world of conventional luxury sunglasses, there's only one Gentle Monster.
