Marketing and collaborations
Items are all limited edition. Once sold out, restocks or repeat items are not guaranteed.[4][13][14][15]
Gentle Monster has collaborated with a variety of designers and celebrities over the years to produce special collections. In 2016, the brand partnered with Danish designer Henrik Vibskov, Hood by Air, and Opening Ceremony.[2] Actress Tilda Swinton designed three pairs of sunglasses with the brand in February 2017 and appeared in an accompanying ad campaign video.[16] That year also saw a collaboration with Dutch furniture designer Marcel Wanders, the founder of Moooi,[2] as well as a showing at New York Fashion Week.[17]
In 2018, the brand collaborated on the Burning Planet exhibition with South Korean rapper Song Mino of Winner.[18] The following year, Gentle Monster released smartglasses in collaboration with Chinese technology company Huawei.[19]
In 2020, the brand collaborated with singer Jennie Kim of Blackpink to release the Jentle Home collection,[20] and the Canadian former rapper Kris Wu for the release of the Gentle Wu collection.[21] The brand has since released two more collections with Kim, in 2022 (Jentle Garden)[22] and 2023 (Jentle Salon).[23]
In 2023, the brand collaborated with Chinese singer Cai Xukun to release his Crystal Clear collection.[24] An event app was developed for the collaboration which was available in mainland China, Taiwan, Hong Kong, South Korea, Dubai, Singapore, Japan, and the United States,[25] with pop-ups organised in Shanghai and Beijing.[26]
In 2024, Gentle Monster collaborated with French luxury fashion house Maison Margiela on the "2024 Maison Margiela x Gentle Monster" collection.[27] The same year, Gentle Monster collaborated with the video game Tekken 8, launching the "Gentle Monster x Tekken 8" collection inspired by characters from the game.[28]
In 2025, the brand collaborated with Bratz featuring Aespa's Karina.[29] The pocket collection included 21 designs with one collaborative eyepiece accompanied by a custom Bratz doll. To celebrate the collection, the brand opened up pop-up stores in 4 cities: Los Angeles, Seoul, Shanghai, and Bangkok, from May to October.[30]
In 2026, the Circuit collection was released, formed through a collaboration between the brand with Disney and Formula One. 8 frames were designed incorporating characters such as Mickey Mouse with the aesthetic of race cars. Two pop-ups were organised in the Haus Nowhere spaces of Seoul and Shanghai from March to May to promote the collection.[31][32]
Additional collaborations include, but are not limited to the video games Overwatch 2 and World of Warcraft, the fashion brands D'heygere, Moncler, and Fendi, and designer Alexander Wang.[7]
