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
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.
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
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.
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.
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.
• Follow Coco on Instagram at www.instagram.com/coco_pinkprincess
• Follow Luca Mastroianni on Instagram at www.instagram.com/loucamastro
Available at all Gentle Monster Flagship locations and at gentlemonster.com
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.”