by Stephen Garner

Gentle Monster is introducing its first optical collection and campaign.

The optical line, which retails between $249 and $280, launches worldwide on September 10th online and at Gentle Monster flagships, offering fifteen handcrafted styles within a collection of sixty frames in various color iterations, and transition lenses.

Entitled “GENTLE,” the new collection’s new campaign was shot by Dutch photographer Ari Versluis and delves into the concept of identity, as boundaries blur between brand and individual.

The campaign aims to question the concept of identity, a blank space of endless possibilities, fostering diversity and inclusivity through synergy between “GENTLE” and the individual.

The campaign presents twelve unique characters: artists, models, and Influencers with their own unique expression of their current lifestyle and aspirations. The imagery depicts each person within the context of a blank space of endless possibility.