#ICYMI Day 12: Gentle Monster

The holiday season is here, a time for reflection and excitement for the year ahead. To help you take stock, reminisce about the good times, and get excited for 2017, for the entire month of December your WGSN global editors are cutting through the noise to deliver you, our “WGSN #ICYMI” rundown.

It’s a rundown of the coolest moments of the year, the most innovative ad campaigns, plus super cool products that may have flown under your radar this busy year, and we’ll give you insight into the people (read: key influencers) from this year, the brands to watch for 2017.



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WGSN Staffer: Greer Hughes, Mindset Senior Analyst


Due to global expansion with new flagship stores in New York, Shanghai and Hong Kong and an increasing list of cool collaborations from Opening Ceremony to Hood by Air, Gentle Monster is a brand that may have come on your radar in 2016, and if not, where have you been??

Gentle Monster_from www.gentlemonster.com Gentle Monster_from www.gentlemonster.com [1]


With a focus on oversized eyewear, Gentle Monster rode the K-Pop wave with its launch in 2011 and subsequent success across Asia. But the brand has since gone on to prove itself so much more than another cool kid off the Korean block.

And that really is why I believe Gentle Monster is such a great brand – their innovative approach to business that is not particular to Korea, but which is down to an optimum power combo of a unique design sensibility, product functionality (which doubles as a USP), accessible luxury pricing, well-chosen collaborations, and inspiring retail spaces.

Their stores in fact almost over-shadow the eyewear, and are designed with the intention to exhibit the products rather than just display them, which they do through beautiful instore installations, lifestyle zones and art gallery spaces, showing just what a physical store can be for brand.


Gentle Monster stores

Gentle Monster stores


So while the fascination with K-pop and all things Korean continues (and just as G-Dragon launches his PeaceMinusOne collection at London’s Dover Street Market), I think it’s super important to remember the power of a disruptive approach that transcends global borders.


Look out for our full #ICYMI calendar coming up everyday on WGSN Insider, this month.

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