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If you’ve ever stepped into a Gentle Monster store, you might wonder if you’ve stepped into a sci-fi art exhibit rather than an eyewear boutique. Yes, they do sell sunglasses, but for this South Korean luxury brand, eyewear is only the beginning. They have crafted this narrative that what you see through these pieces, whether it’s the giant robotic creatures or aesthetic sculptures from their campaigns and creative installations, embodies the product that you purchase. That, more than sunglasses, you are purchasing a piece of art. 

Since being established in 2011 by Hankook Kim, Gentle Monster has captured the attention of luxury and fashion enthusiasts with its chic and groundbreaking designs. One of their unique selling points? The eyewear brand that meets the aesthetic needs of Asian fashionistas.

Unlike traditional luxury brands that lean on heritage, minimalism, or celebrity glamour, Gentle Monster has built an empire by crafting otherworldly experiences that are part performance, part cinematic world-building. In short, they’ve completely flipped the script with each of their campaigns feeling like a portal to another universe or a glitch in time that features surreal visuals, cryptic lore, and immersive physical spaces that turn shopping into a sensory trip. 

Let’s take a look at Gentle Monster’s branding blueprint and discover how they’re changing the game in the luxury eyewear market, and what makes their campaigns — and the brand overall — so unique and viral. 

Art Installations Instead of Ads

The brand’s philosophy centers around “luxury experimentation.” Gentle Monster is not only in the business of designing avant-garde sunglasses but also unconventional spaces. This can be seen in their global flagship stores, which feel more like a futurist art museum than a retail space. 

This strategy enriches customer engagement and ensures that they keep coming back to witness the fascinating installations and sculptures, as well as follow the overall brand’s evolution. 

The focus also prevents the brand from overt product pushing, with their products often coming secondary to the vibe. The artistic installations and experiential marketing strategies create a unique shopping experience and solidify Gentle Monster’s identity as a brand that intertwines creativity and strategy, and commits to imaginative design and storytelling.

Otherworldly Cinematic Campaigns

Apart from their exhibit-like stores, Gentle Monster also releases short films or visual campaigns that look right out of an art-house film! These advertisements are mostly cryptic and thought-provoking, mesmerizing audiences and encouraging them to form discussions online. 

One example is the 2019 “13” campaign, which featured a narrative about an alternate reality where the moon drifts away, creating a 13th month called “Undecember.” This celestial phenomenon causes environmental and psychological shifts that cause people to become technologically dependent. The campaign delivered a series of 3D animated short films by Frederick Heyman and Ugo Bienvenu, which were also supported by immersive installations featuring robotic sculptures in some of their stores, where guests were able to experience the narrative in real space. 

In 2021, they released “The Circle,” a collaboration with director Jenn Nkiru, which showed Black beauty and futurism through an Afro-surrealist lens, while “Galaxy of 9 Evening” advertised their 2023 BOLD collection through a matrix-like video that featured robots exploring their identity and existence. 

Gentle Monster’s campaigns embody a strong narrative and lore, making the audience feel like they're part of an ongoing story that is both cinematic and fascinating. Infusing a narrative into the products shrouds them with a mystery that begs to be shared, explored, and experienced.  

Harnessing Hype Through Bold Collabs

If there’s one thing Gentle Monster is good at, it’s building hype. Not only are they going viral for their impressive store designs and mysterious short films, but they also collaborate with some of the biggest celebrities, from global artists to K-Pop superstars, but in a subtle kind of way. 

An example is their collaboration with Jennie of BLACKPINK, which gave birth to campaigns “Jentle Home” (2020) and “Jentle Garden” (2022). The former featured a doll-house pop-up in their Seoul store, which reflected the singer’s childhood imagination, while the latter campaign showcased Jennie in a pastel fantasy world surrounded by digital flora. 

The garden campaign was shot by French photographer Hugo Comte, who’s known for his work on Dua Lipa’s “Future Nostalgia” album, and was accompanied by a mobile game where players got to manage a pixelated garden, and top participants got to win exclusive merch. This campaign shows just how powerful a collaboration campaign can be when positioned well, marrying Jennie’s star power, who has been making waves in the music industry with her solo pursuits, with digital interactivity and immersive retail design. 

One of the company’s most recent collaborations is with Bratz — and yes, we’re talking about the dolls, which they dubbed the “Pocket Collection.” The eyewear line features compact and foldable structures, which they highlighted in their advertisements with Karina of aespa, whose futuristic aesthetic matched the collection’s vibe, creating a unique synergy with the humanoid Bratz doll visuals. The foldable feature of these glasses was creatively highlighted in the short video where a humanoid Karina is seen doing some impressive flips and flexibility, looking like the Battle Angel Alita from the popular Japanese manga!

This collaboration worked so well because it taps into Gen Z’s Y2K fascination with foldable designs, and presents a cross-cultural appeal as K-Pop meets the iconic toy franchise, bringing together two massive global fandoms right at the heart of the brand buzz. Collaborations like this broaden their audience while also adding cultural credibility. 

The campaign was also accompanied by pop-up experiences in cities like Seoul, Bangkok, Shanghai, and Los Angeles, where people got to see towering Bratz statues, surreal décor, and even mini cafes, which many visitors had a field day with on social postings. In a nutshell, the Bratz x Gentle Monster collaboration is the perfect example of modern marketing: nostalgic, visually pleasing, and fueled by fandoms.  

On the Mark Marketing

Gentle Monster’s marketing strategies lie heavily on aesthetics and their ability to evoke curiosity, emotion, and visual awe. Their virality stems from their artful, strange, and unpredictable campaigns that somehow elevate their products despite being in the background of the narrative. It’s a clever metaphor that while eyewear is merely an accessory, they have the power to enhance one’s look — that they too, can tell a story and evoke a sense of mystery for its wearer. 

Their campaigns aren’t one-off ads or all flashy installations either. The brand has also released human-centered campaigns, such as the GENTLE Optical campaign (2021), which featured a minimalist photo series of over a dozen global personalities, highlighting individuality through eyewear. It also showcased inclusivity, which is a nod to the brand’s core purpose, as it was born from the need to create quality eyewear designed for the Asian face. 

We believe Gentle Monster has got marketing down to a tee, and what’s even more impressive is how they managed to stay consistent with their identity and have kept their campaigns fresh and artistic with every release. These AI robots and gnarly installations have become so interwoven with their image that people associate Gentle Monster with art and viral aesthetics.

Safe to say brands can learn a lot about innovative advertising and expressive storytelling from Gentle Monster, and we look forward to how the company intends to shake up our world with their exciting collaborations and designs. 

To know more about the brand and their art-forward designs, visit their website or follow Gentle Monster on Facebook, X (Formerly Twitter), TikTok, and Instagram.

When the temperature rises, it’s the perfect excuse to shake things up with a fresh new look. Summer is the season to hit refresh, not just on your wardrobe, but on your hair too! This season, it’s all about cuts and styles that are equal parts cool, carefree, and effortlessly chic. We’re seeing a lot of classic styles returning to the spotlight from the breezy bobs and soft shags to the curtain bangs and cute braids — all made to beat the heat while keeping you on-trend. 

Ready to turn heads? Whether you’re going for a dramatic transformation or a subtle seasonal switch-up, here are the top haircuts and styles you’ll see (and want) everywhere this summer.

French Girl Bob

Bob haircuts have been a staple for many years, and this classic, sophisticated look is once again taking over the summer this year. This cut is characterized by chin-grazing length and effortless elegance. The best part about this cut is that it requires minimal styling and is easy to maintain. It can also be styled however you want — tousled, textured, or sleek. 

Bobs have mostly been smooth and polished, but hairstylists have said that the modern French Girl bob has a more tousled and imperfect look. Use some mousse to add body, and then blast dry it to achieve that “I woke up like this” look. 

Luxe Bob

Another bob trend you’ll see this summer is the Luxe Lob. Compared to the more fun French girl version with bangs, the core of this hair trend is elevating the classic bob to exude glamour. We’ve often seen the look earlier this year, coupled with the Old Hollywood-inspired gowns on the red carpet.

Characterized by sharp lines or softly feathered edges, this bob frames the face and enhances your natural bone structure. Compared to the choppy and more relaxed bobs, this cut and style is for those looking for a more refined look and flattering silhouette. 

The achieve this look, the length should be somewhere between the chin and collarbone, and styled with either a deep side part or center part and a glossy finish. You can also wear it straight, with a slight curve at the end, or in soft waves. Just remember, it’s all about control and elegance with this look, making it the perfect hairdo for a date night or glam event.

Butterfly Haircut

The Butterfly Cut has been flying around our feed since early 2024, and this style is here to stay. The hashtag #ButterflyHaircut has gained millions of views on TikTok, and is characterized by a combination of short and long layers, which results in a style resembling a butterfly’s fluttering wing. This cut gives you the best of both worlds as it maximizes volume without having to sacrifice length. So it’s a great choice for those who want to maintain their long hair this summer. 

One of the pros of this cut is its versatility. It works well on different hair textures and lengths, which is what makes it a popular choice for celebrities and fashionistas. You won’t have to curl your hair or have it cut in shaggy layers, because the butterfly cut already brings in some layering that provides a tousled and effortless look we’re all looking for this season. Add in some curtain bangs to frame the face or wispy bangs for a more delicate look, and to make the face look thinner. It’s easy to style and is a flattering cut for various face shapes too!

The Shag

Adaptable to various hair types and lengths, the Modern Shag suits straight, curly, and wavy hair. This year’s shag is characterized by soft, feathered layers and curtain bangs that enhance natural texture and movement. It’s also incredibly low-maintenance and easy to style, giving you that fuss-free and effortlessly chic look, perfect for hot summer days.

The modern shag has a few variations such as the curly shag with bangs, or the shaggy bob, which is a combination of the classic bob and textured layers. If you want automatic beach waves, this cut can be achieved by just a touch of texturizing spray or mousse, instantly livening it up. It’s the perfect style for straight, curly, or wavy hair, proving that it can look incredible on anyone. 

But if you want to go bolder this summer, a “Wolf Cut” or “Mullet” also gives an edgier twist to this hairstyle. 

Face-Framing Layers

This style can be paired with any haircut and is characterized by shorter pieces of hair that are strategically placed around the front of the face to accentuate your natural features. If you want to spice up your look this summer without being too drastic with the cuts, adding some layers is a good way to go. This look also gives you a fresh and youthful appearance, and is a chic summer haircut that adds movement and dimension to your hair. 

Jennifer Aniston is arguably the original face-framing layers trendsetter, having sported this signature look for years, called “The Rachel” cut — an ode to her role in the iconic sitcom, “Friends.” But through the years, we have also seen different kinds of layers to fit a variety of face shapes and hair types, which goes to show that this cut can be for everyone. 

Effortless Waves

It’s all about effortless beauty this summer season. The heat makes it hard to fuss over our hair all the time, so you’ll want something easy to maintain and yet stylish enough to look cool under the sun. 

Get a textured cut to enhance your natural waves or add body to straight strands. Wavey layers are the peak style trend this summer for their carefree, lived-in look that’s perfect for spontaneous photoshoots. This is the style you should be sporting on the beach or a long road trip with the windows down. You can also make this wave style a little bit more whimsical with fairy-like waves that make you look like you’ve stepped out of the ocean or a faraway valley. 

Braids

Who says braids are just for little girls? The Bohemian Braids look has made a comeback this summer 2025, and it doesn’t only apply to our closet finds, but also hairstyles. 

This hair trend of summer 2025 focuses on adding small, accent braids into your hairstyle. It’s also mostly about the accessories you adorn it with, so think beads and floral accents. You can also experiment with different kinds of braids, from micro braids and classic French braids to accent braids and partings. What makes this a great summer hairdo is that you can have fun with it, and it keeps your hair from sticking to your face on days when the humidity is too much and the winds are warmer. 

What time is it? It’s summertime! And with it comes bold fashion statements that blend the carefree spirit of the season with polished and structured looks. This year, summer fashion takes a fun and nostalgic turn with fluffy bubble skirts making a comeback, classic tank tops getting an update, plaids stepping out of their Autumn comfort zone, and Barbie’s favorite color reigning supreme in a more muted tone.

Whether you’re updating your wardrobe or looking for standout pieces to beat the heat in style, here are some of the top trends taking over summer 2025 to get you started on your shopping. 

Bubble Skirts

The bubble-hem skirt trend remains strong, calling for more voluminous silhouettes this season. These fluffy midi and maxi skirts are the perfect summer piece for any occasion, whether you’re out doing errands in the city or posing against the sea on tropical shores. 

The warm season calls for lighter palettes that reflect the bright summer skies. Think creams and pastel blues, colors that mimic light clouds or the sky. 

Where to shop the trend: H&M

The Little White Tank

You can never go wrong with a basic white tee, and the tiny white tank top is like the summer counterpart of it. This should be a staple in every wardrobe this summer. With the heat index surging to ridiculous heights, wearing something light and airy is the best way to go. The great thing about tank tops is that you can dress them up or down, layer them with plaid shirts or jackets, or pair them with your favorite pair of jeans or silk maxi skirt. It's basic but essential, plain but chic. 

Uniqlo's “bra tops” are a great piece to have with their sleek open design and built-in support, comfortable for everyday wear. These tops are also available in a variety of colors as well as in their signature AIRism fabric, which makes them even more ideal for the summer heat. Price starts from P990 with sizes XS to XXL.  

Where to shop the trend: Uniqlo, Cotton On

Summer Blooms

Florals for Spring? Groundbreaking. But for Summer? You just might be on to something. Florals are getting an upgrade in 2025, featuring more 3D and bold prints that transform this classic motif. 

Find pieces with blooms that feel lifelike, as these will add dimension to your outfit. From stretchy fabrics with floral embroideries to dreamy dresses with floral prints and ruffles, this look is both romantic and contemporary.

Where to shop the trend:  Plains and Prints, Sari Lazaro

Powder Pink Club

If burgundy was the color of the autumn season, we’re now seeing pink being reintroduced as the new playful color of choice for summer. From lovely dresses to power suits, pink is about to take over your closet this season.

This soft and sweet shade is easy on the eyes, but can also stand boldly alongside darker hues like navy and black. This lighter shade of pink traditionally reflects femininity, innocence, and joy, which beautifully captures the spirit of the season. After all, summer is all about catching a break from harsh realities and enjoying a lighter and more carefree time under the sun. 

Where to shop the trend: K & Company, Mango

All About Linen

Linens are great all year round, especially in tropical regions like Southeast Asia. They’re particularly popular during the summer time, however, because not only are these fabrics breezy, light, and easy to throw on when it’s too hot to function, they also look chic – no matter their form, top, matching co-ords, or even trousers. 

You can get them in a variety of colors from pastel yellows and moss greens to peaches and blues, but white and khaki-colored linen will always have our top vote.  

Philippine label Traje Linen has these gorgeous Hanami tops and dresses that are cute and sexy at the same time, with their embroidered flower straps and open back. Perfect for a garden wedding or a stroll through the city, this linen-floral combo turns anyone into a summer darling. Sizes are available from XS to XXL, with colors like Army Green, Oat Milk (our fave), and Dark Taupe. Simply DM the brand on Instagram to order.    

Where to shop the trend: Sari Lazaro, Traje Linen, Uniqlo

Take a Peep

There are quite a few fashion trends going around when it comes to footwear, but looking at the pieces worn on the runway from the Spring/Summer collections of well-known designer brands like Prada, ACNE Studios, and Tory Burch, the classic peep-toe shoes are making a comeback this 2025. 

Peep-toe heels are traditionally worn with more business casual fits, but you can push the boundaries this season and pair them with your boyfriend jeans, flirty maxi or mini dresses, and even tailored shorts to curate that perfect summer vibe look. 

Apart from this, heeled sandals and clogs are also on trend!

Where to shop the trend: ACNE Studios, Bershka, H&M

90s Plaid

Plaid shirt days are back, and no, this news isn’t sad like that 10-minute Taylor Swift song. We’re not talking about lumberjack flannels, but the more polished and sophisticated kind full of 90s nostalgia. Think Cher in “Clueless” or Rachel’s plaid skirts in “Friends.”

Find the perfect plaid piece and dress summer in a preppy look with a contemporary edge.

Where to shop the trend: Mango, Zara, Zalora