Eyewear Brand Gentle Monster Takes on NYFW — & the Western Hemisphere

It’s not often an eyewear brand shows during New York fashion week – which is why we were all the more elated to hear that one of the most exciting newcomers in the biz, Gentle Monster, was doing just that. Already popular in Asia, Gentle Monster is now making a play for the western market by way of collaborations with the likes of Opening Ceremony, Tome, and Hood by Air. So perhaps it should come as no surprise that we’ve already spotted copycats of its aviator-esque “Love Punch” sunnies popping up in mass retailers here in the States. Hey, you know what they say about imitation…

Creative Director Hankook Kim (center) at the Gentle Monster presentation during NYFW Spring 2017 (Photo: Andy J. Scott, Courtesy of Gentle Monster)

The Designer: Based in South Korea, Gentle Monster decided to hold its first presentation in NYC – or as founder Hankook Kim has called it, the “center of the world.” Kim, a former English teacher, began the brand in 2011. This past February, Gentle Monster opened its first American flagship store in New York’s trendy SoHo neighborhood.

Olympian fencers face-off during the Gentle Monster presentation during NYFW Spring 2017 (Photo: Andrew Boyle, Courtesy of Gentle Monster)

The Scene: For this presentation, the Gentle Monster team transformed a studio at Milk into a celestial room with mirrored, fluorescent walls that had lights spinning around them like UFOs circling the night sky. A cast of fully-uniformed fencers appeared, and proceeded to battle it out in a choreographed match as two DJs spun on either side. Once the “battle” was over, the fencers lined up and took off their helmets – revealing new-season Gentle Monster eyewear! The whole presentation was intense, and surprisingly emotional.

FKA twigs sits front row at the Gentle Monster presentation during NYFW Spring 2017 (Photo: Andrew Boyle, Courtesy of Gentle Monster)

The Front Row: Gentle Monster pulled in quite an impressive crowd for its first-ever NYC presentation, with street style stars and influencers Aimee Song and Margaret Zhang and global icon FKA twigs in attendance. Though sadly, GM fan Rihanna was M.I.A.

A model poses in our favorite shades at Gentle Monster presentation during NYFW Spring 2017 (Photo: Getty Images)

#WantItNow: We were drooling over these transparent aviators with a sliver of silver along the bottom rim — especially the pink version. What’s more enticing than feeling like you’re looking out into a rose-colored psychedelic love dream? They’re also giving us these awesomely bougie, 1970s vibes. Now all we need it as invite to a spaceship party… (Photo: Getty Images)

Olympic fencers modeling after the fence-off at the Gentle Monster presentation during NYFW Spring 2017 (Photo: Andrew Boyle, Courtesy of Gentle Monster)

Model Moment: The fencers who were actual Olympic fencers! it was honestly hard to tell the Olympic fencers apart from the models because they were all so beautiful.

A model wearing the shades set to sell out at the Gentle Monster presentation during NYFW Spring 2017 (Photo: Getty Images)

The Sell-Out: We predict everything will sell out – no kidding! Gentle Monster’s older styles have all sold like hotcakes, and we only see the brand’s fortunes risings. But if we had to choose, we’d guess these flat, frameless lenses will end up selling out before they even hit stores. With their timeless silhouette and cool, modern design, all the hippest, in-the-know people are going to be snatching these babies up as soon as they possibly can. Including us.

Yahoo Style is live from #NYFW! Keep it here for your front-row view of the best looks and buzziest moments of New York Fashion Week.