Gentle Monster Spring 2024 Ad Campaign

Review of Gentle Monster Spring 2024 Ad Campaign by Photographer Elizaveta Porodina with
Models Bo Exters and Nyaeuth Riam

Gentle Monster evokes otherworldly beauty with its Spring 2024 campaign by photographer Elizaveta Porodina.

The campaign highlights the idiosyncratic and futuristically cool South Korean eyewear brand’s new Gummy collection, which draws inspiration from jelly candies for a balance of whimsicality and sensuousness. The offering also highlights the brand’s new mainline 2024 collection, which slickly refreshes wraparound and goggle styles.

While Porodina’s distinct saturated and chromatic photographic style seals the deal on the strength of the campaign, the entire creative team, from styling to makeup and nails, works wonderfully together to illuminate these portraits with a kind of alien glamor. Many of the images see the models appear mostly nude – but instead of the familiar human anatomy, they have been transformed into post human or alien beings: body parts are strangely smoothed over, or their skin has been painted like silver scales. Long blonde wigs, claw-like nails, and thigh-high boots push the character of a siren or outer-space mermaid. These are human women, and yet something more – like a glimpse into the future where humanity has continued evolving, a new vision of what beauty and power can look like.

Ethereal, seductive, and mystical, the campaign beautifully translates the seemingly simple category of eyewear into a world of alien wonder. We’ve seen a few brands use AI to generate surreal sci-fi campaigns, but all Porodina needs is lights, a camera, and some strong collaborators. Gentle Monster is very wise to tap one of today’s most exciting fashion photographers, and they have done brilliant work together.