Gentle Monster’s 2024 collection is already here

Photographed by Elizaveta Porodina, the campaign once again transports us to the South Korean brand’s universe of extraterrestrial creatures.

Following the success of its viral Gentle Jelly collection, Gentle Monster returns with a new proposal for 2024, this time featuring sleek, wrap-around silhouettes inspired by eyeglass frames.

True to its structural design ethos, the South Korean brand has conceived this new collection with bold contours and a bright color palette. From classic white and silver frames to shades of light pink with sugary edges, the 2024 offering comes as a more subtle version, without losing its distinctive style. In addition to the Gente Jelly, the new Dada RC6 & Sphere W2 sunglasses are introduced.

Accompanying this new collection, we dive into a futuristic campaign directed by talented photographer Elizaveta Porodina, recognized for her work on KNWLS’ Julia Fox campaign and Jean Paul Gaultier’s Kylie Jenner collaboration. Styled by Tim Heyduck and styled by Pierre Saint Sever, the collection follows Porodina’s signature surrealist and distinctive color palette, placing female bodies center stage.

The South Korean brand’s new launch is a dazzling creative exercise that transports viewers to a captivating parallel universe, where humanity is transformed into futuristic avatars. Gentle Monster redefines the concept of the eyewear frame, featuring bold shapes, unique structural aesthetics and elevated refinement that characterize its brand identity.

Not surprisingly, Gentle Monster’s campaigns leave you speechless. Recall the striking photos of the launch alongside D’heygere. The South Korean brand has consistently demonstrated why it is an international benchmark in eyewear, and the design identity presented in the 2024 collection campaign highlights the talent of the creative team and its continuous search for new formulas.