Innovation in eyewear

Mac Cosmetics’ two vice presidents, Phillip Ing, left, and Tim Tareco wear Gentle Monster sunglasses. / Korea Times photo by Kim Jae-heun

Korean eyewear brand Gentle Monster introcues 2015 Spring/Summer collection

By Kim Jae-heun

Korean fashion eyewear house Gentle Monster opened its third store on last Tuesday in Sinsa-dong, Seoul, to launch 2015 S/S collection.

The new store adopted previous stores’ unique and original architecture but with a different concept. “In this season, our theme is death and we have decorated this space accordingly,’” said the Gentle Monster founder Kim Han-kook. “Some of our products feature leather materials and authentic snake bones on the sunglass frames.”

The eyewear store sits on the old site of two-story Italian restaurant called “Paper Garden.” Instead of destroying the whole interior designs, they kept the restaurant’s kitchen and decorated it an antique style.

The first floor had worn-out furniture along with modern style interior. Sunglasses were displayed on the shelves. Second floor had a runway with models wearing the new collection.

Gentle Monster’s 2015 S/S Collection design sunglasses are displayed on an antique table at a ‘pop-up’ store in Sinsa-dong, Seoul, on Jan.27. / Courtesy of Gentle Monster

Gentle Monster launched their brand only four years ago and opening the third store in Seoul is meaningful after the first and the second stores in Nonhyun-dong and Hongdae.

“Sinsa-dong is well-known for a number of visitors and staging ‘hot’ trends in Seoul. We thought it was the perfect spot to promote our experimental designs to as many people as possible,” said Kim.

Gentle Monster’s opening ceremony also caught the eyes of foreigners.

“Gentle Monster’s eye-wears are completely different, in terms of the materials, and colors they use,” said Tim Tareco, Mac Cosmetics’ vice president of visual merchandise. “The shapes are really good too. They use materials that I haven’t seen before. At the same time, shapes are totally original and subtle differences make them unique. Gentle Monster is taking a chance over the design.

Mac’s vice president was positive about the eyewear brand’s chances in the international market.

“Yes, I just started to ask where to buy them in New York. I want them before I leave,” said Tareco.

The Korean eyewear house has advanced into European market last year and designs were well received at French fashion show. The company is now planning to launch a showroom in New York in May with high-profile architect.

Gentle Monster will open fourth store in Bukchon, Seoul, under the concept of traditional Korean bathhouse in March.