Review of Gentle Monster ‘Bold Collection’ 2023 Ad Campaign by Photographer Kim Hee June with talent Son Heung-min
South Korean soccer superstar Son Heung-min stars in the latest campaign from Gentle Monster, which highlights the brand’s new Bold collection. The footballer was captured by photographer Kim Hee June.
Though Son must have been busy getting ready for his time at the World Cup – during which he has led his team on an impressive run – he managed to find time to pose for the slick and minimal campaign for the fellow South Korean eyewear brand.
Far away from the field, Kim captures him in a new context, as an understated style icon. Posing before a minimal gray studio backdrop, Son cuts a striking figure in elegant all-black silhouettes. In a fun touch, he is accompanied by a similarly all-black soccer ball, the glossy black surface of which transforms it from a familiar object to a darkly totemic orb of power.
Invoking the power of a national icon but seeing him from a new perspective, Gentle Monster once again reaffirms its unique place at the forefront of culture and style.
Photographer | Kim Hee June
Talent | Son Heung-min