Gentle Monster Fall 2022 Part Two Ad Campaign Review

Review of Gentle Monster Fall 2022 Ad Campaign Part Two by Photographer Heji Shin with models Ilias Loopmans, Momo Ndiaye, Muriel Seiquer, Willa Devereux

Gentle Monster continues its minimalist revolution with a slick new Fall 2022 campaign by photographer Heji Shin.

While Gentle Monster’s campaign have typically been known for their strange conceptual brilliance and technological innovation, the last few campaigns we’ve seen from the Seoul-based eyewear brand have instead opted for stripped-back, monochromatic editorial simplicity – although different photographers have brought various approaches to this format, with excitingly eclectic results. We’re not complaining though, as the portraits have been utterly cool and composed, with this latest campaign, thanks in large part to the slick, gender-fluid styling by Gerry O’Kane, probably being the best yet. Standing in shallow water in a vast white space, the models gaze coolly into the camera or off into the abyss. The campaign actually reminds us a bit of those we’ve seen from Balenciaga, though without the cynicism.

While we do hope to see Gentle Monster make a return to conceptual and innovative form before too long, we’re happy for now to take a moment to soak in these laser-focused looks.