GENTLE MONSTER
South Korean eyewear brand Gentle Monster was established in 2011 under the philosophy of high-end experimentation. Focused on product, space, culture, and technology, GRAYSCALE executed the launch of Gentle Monster in the U.S. and spearheaded all communications for the brand over the course of its first four years in the U.S. market.
Our agency grew brand awareness through print, digital, social media and influencer coverage, along with the planning and execution of collaborations and events. A product collaboration with Tilda Swinton, two runway projects with Alexander Wang, and a partnership with the Dutch furniture and design firm Moooi were all part of our scope. GRAYSCALE also managed the launch events and surrounding press for both the New York and L.A. flagship openings.
PRESS HIGHLIGHTS
Architectural Digest, BoF, Elle, Garage, The New York Times, New York Magazine, Porter, The Cut, Vogue, WSJ Magazine, WWD.
INFLUENCER SEEDING HIGHLIGHTS
Bella Hadid, Beyoncé, Cara Delevigne, Dakota Fanning, Gigi Hadid, HAIM, Kaia Gerber, Kendall Jenner, Lady Gaga, Madonna, Millie Bobby Brown, Natasha Lyonne, Rihanna, Travis Scott, and Zoë Kravitz.
GENTLE MONSTER x TILDA SWINTON PRESS HIGHLIGHTS
WWD Tilda Swinton, Gentle Monster Team on Sunglass Collection
T, The New York Times Style Magazine Tilda Swinton's New Rose-Colored Glasses
New York Magazine, The Cut Tilda Swinton Designed These Cool New Sunglasses
NY + LA STORE OPENING PRESS HIGHLIGHTS
Architectural Digest Rafael de Cárdenas Designs NYC’s Coolest Sunglass Shop
T, The New York Times Style Magazine A Lair That Houses 400 Pairs of Sunglasses
New York Magazine, The Cut Say Hi to Cool New Korean Brand Gentle Monster
Surface Magazine Inside Gentle Monster’s New Flagship Boutique, There’s Much More than Meets the Eye
