Gentle Monster Designs More Than Sunglasses For Asian Faces
By Kelli Luu | 17 May, 2026

With immersive stores, unique designs, and a huge cultural influence, Gentle Monster has evolved into an international fashion phenomenon.

Gentle Monster is taking sunglasses to the next level with cinematic campaigns, futuristic art galleries, and designs specifically made for Asian faces.

Honkook Kim founded Gentle Monster in Seoul in 2011 after identifying that most sunglasses on the market are designed for Western facial structures. Knowing he wanted to create frames that would be better suited for Asian faces, Kim presented his idea to serial entrepreneur Jae Wook Oh, who invested $100,000 into Gentle Monster in 2012. 

With Oh’s investment, Gentle Monster was able to begin producing frames in Daegu. Their designers created oversized silhouettes and statement frames that aligned with Asian beauty standards. The larger frames gave the appearance of a smaller face, which is what Asian consumers were gearing towards. 

But it wasn’t just the sunglasses that made Gentle Monster explode internationally, it was their branding. Rather than emphasizing the actual product, they focused on creating curiosity. Gentle Monster developed immersive environments within their storefronts. The company currently employs 60 people to design store visuals and only 6 people to design their sunglasses, showing just how much they prioritize visual storytelling. 

Giant sculptures, robotics, and special displays make the space feel more like a museum than a store. This made people stop by Gentle Monster locations to take pictures with the installations even if they weren’t shopping for eyewear.

The brand’s popularity surged after being seen on multiple South Korean actresses and K-pop idols in 2013, which helped evolve Gentle Monster into a full fashion label and eventually led to major collaborations with brands like Moncler and Fendi.

Over the last decade, Gentle Monster expanded globally and opened flagship stores in Los Angeles, New York, London, and Shanghai. As of 2026, the company operates 81 stores across 14 countries, solidifying themselves as a legitimate luxury player, not just a trendy Korean brand. 

What started as sunglasses specifically designed for Asian facial features became one of the most influential high-end fashion brands and instead of copying Western styles, Gentle Monster created its own vision that would force the industry to adapt to them.