Gentle Monster thrives on thrills. This South Korean eyewear brand isn’t opening new stores, but creating 14-story shrines punctuated with absurdly large figurines. When she decides to make her glasses stand out, she creates sophisticated and over-accessorized frames.
This is a brand that operates in extremes, a mindset clearly present in Gentle Monster’s fall 2025 collection. In this case, it’s the extreme of the ordinary.
Trust Gentle Monster to turn a collection launch into a film.
Directed by Nadia Lee Cohen, a photographer and filmmaker previously responsible for directing work for everyone from Balenciaga to Aphex Twin, Gentle Monster’s seasonal music video features the Euphoria actress Hunter Schafer and rightly bears the title HUNTING.
In the campaign video, just under two minutes long, a red-clad Schafer is chased by an axe-wielding gang while wearing Gentle Monster’s clean new glasses.
Schafer’s thin, silver-framed glasses reflect a more refined Gentle Monster offering.
Other minimalist frames, released on November 6 via the brand’s website, include equally simple delicate frames and regular square shapes in acetate.
These are objectively simple glasses. But in the context of them being made by fashion’s favorite experimental eyewear brand, they seem particularly extreme.
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