Gentle Monster Launches Kids Eyewear With Instagram Talent

Gentle Monster children's eyewear ad campaign

Korea’s Gentle Monster has introduced its first collection of high-concept eyewear for kids with an ad campaign inspired by the creative gestalt of two social media personalities. The Gentle Monster Kids Collection features six super cool down-sized frames modeled and photographed by Instagram celebs 8-year-old Coco and 19 yr old Luca Mastroianni, respectively.

Gentle Monster Kids Eyewear

ad campaign for kid's eyewear

Utilizing two social media superstars, Gentle Monster has created a very cool ad campaign for their new children’s collection of durable and stylish eyewear.

Coco, @coco_pinkprincess on Instagram
Coco, @coco_pinkprincess on Instagram

The adorable little model Coco hails from Harajuko, Tokyo where her parents run a vintage clothing store and has garnered a huge social media following since she began posting on Instagram at age 6.

Luca Mastroianni, @loucamastro on Instagram
Luca Mastroianni, @loucamastro on Instagram

The photographer/ art director is 19 year old Belgian Luca Mastroianni, a graphic designer and fashionista who has built his own brand of surreal selfie-style on Instagram

ad campaign for Gentle Monster eyeglasses

Coco shows off the new Gentle Monster Kids Collection eyewear frames in some wonderfully surreal photos by Luca.  The frames by Gentle Monster are smaller sized versions of some of the brand’s most iconic frames, from the futuristic Ribbon to the fashion-forward Chapssal. Below is the complete collection.

gentle monster eyewear for kids

Peggy – A blue cat eye acetate frame that wraps around the face, featuring metal nose bridge and temple details. Orange colored lenses with 100% UV protection.

Peggy (Kids) CB1:

advertising photography

Chapssal – A tortoise cat eye acetate frame that features narrow lenses with raised corners for a feminine look. Made with 100% UV protection lenses, this pair has protruding temples engraved with the Gentle Monster logo.

Chapssal (Kids) 033:

kids eyewear

Ribbon – Thin metal frame with a folded metal bridge, reminiscent of a shape of a ribbon.

Ribbon (Kids) 02:

good retail advertising

Newturtle – Sunglasses in two colorways designed with unique goggle-like lens and an acetate bridge.

Newturtle (Kids) R1::
gentle monster eyewear

creative ad campaign for kid's eyewear

Newturtle (Kids) GR1:

cool kids glasses

Eastmoon (left) – Circular acetate Flatba framed sunglasses, designed to be versatile in style. Part of the first collection to use the Gentle Monster logo on the temple. Jackbye (right)– Oversized rectangular FLATBA frame sunglasses, designed to be easy to style and wear.

Eastmoon (Kids) 01:

Jackbye (Kids) 01:

The Gentle Monster Kids Collection comes in special packaging in bright colored logo design.

Shop for them here 

• Follow Coco on Instagram at

• Follow Luca Mastroianni on Instagram at

Available at all Gentle Monster Flagship locations and at

images and information courtesy of Gentle Monster, Luca Mastroianni and Coco

Addendum: Someone on Facebook who found this post “gross” asked me why I thought this was a great campaign. Here was my response:
“For multiple reasons: 1) Most campaigns for children’s eyewear treat the purchaser (mom) as if she were a child and are decorated with ladybugs and bunnies and cutesy photos, lacking any sense of real style. 2) I think finding the model and the photographer on Instagram is super smart. You leverage their audiences as well as your own and 3) I think the double exposure of using the model twice in each image is eye-catching, memorable and unique. and 4) the set designs and styling – as well as the product designs- are terrific.”

See more great Eyewear posts here.