This collection captures Gentle Monster’s outlook on how our society perceives emotions in a digitally focused world. We live in a society where controlled emotions are valued as a virtue. Acknowledging the fact that our emotional universe is finite in physical space, Gentle Monster aims to liberate these fragments of restrained emotions through the act of “SWIPE” in the digital world.
“SWIPE” in this collection is metaphorically used as a tool for emotional expression, going beyond an act of moving across a digital device to activate a certain function. During Moncler – Gentle Monster show, the swing installation will “SWIPE” across digital and physical world to activate an emotional provocation within ourselves. The Gentle Monster team worked with sound and media artist groups, Graycode (Taebok Cho) and jiiiiin (Jinhee Jung), to create an immersive digital experience.
The Moncler Genius-Gentle Monster show is not just a simple fashion show – rather, it is an avant-garde media art. The “Swing” installation, designed specifically for MONODOGENIUS, expresses the movement between the real and digital world, providing audiences with new emotional stimulation.
South Korean eyewear brand Gentle Monster was established in 2011 based on the philosophy of high-end experimentation. Focusing on product, space, styling, campaign, and service, Gentle Monster aims to offer a radically new and innovative point of view for design. These principles are addressed in not only the design of their sunglasses, but also in the design of their retail spaces and creative projects. Their refusal to be recognized as simply an eyewear brand is spoken in every frame, project, and store.
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The rapid growth in Gentle Monster’s popularity has led the brand to be regarded as a major creative force. Each pair of sunglasses embodies a duality of being. Seeking to satisfy this duality found in every person and in everything, Gentle Monster attempts to uncover a place in between playfulness and elegance, delicacy, and destruction, past and future.
