Fendi & Gentle Monster launch capsule collection of sunglasses
April 30, 2019: Collaborating with Korean sunglasses brand Gentle Monster, luxury brand Fendi, along with optical manufacturer Safilo, has announced the launch of GENTLE FENDI, a one-of-a-kind collection of sunglasses.
The GENTLE FENDI Capsule Collection is comprised of two unisex styles that embody a perfect balance between innovative design and exquisite craftsmanship, combining Fendi’s DNA with Gentle Monster unpredictable aesthetic. GENTLE FENDI NO.1 are hyper-fashion metal and acetate sunglasses, surfing the current trend of small shapes and bold logos, while GENTLE FENDI NO.2 are metal sunglasses that combine a strong fashion attitude with an easy-to-wear look.
The GENTLE FENDI Capsule Collection is being marketed with an innovative video art-directed by collective Russian artists AES+F, renowned for combining multiple forms of tools, including sculptures, photography, architecture and media technology.
The launch of the GENTLE FENDI will also be celebrated with two special events taking place in Gentle Monster stores in Seoul and Beijing respectively on May 7 and May 14. The events will include special animations and set-up. A GENTLE FENDI Caffè will also take centre stage in Seoul starting from May 7 until the end of July, where visitors will have the chance to taste a customized GENTLE FENDI original Steccolecco Gelato bar and other custom-made desserts and beverages. On the other hand, an interactive installation called ‘The Observer’ will land in front of the Gentle Monster flagship store in Beijing. Starting from May 7 until June 1, a performance will be activated from ‘The Observer’ by live performers. They will hand out custom made ice-creams to the purchasing customers of the GENTLE FENDI sunglasses or to all visitors posting on social medias with the official hashtags.
Custom rotating installations will also be executed at selected Fendi and Gentle Monster boutiques worldwide, among which Fendi Roma Palazzo, New York Madison and Gentle Monster London and Dubai stores are included. Infusing the boutiques with an industrial and futuristic aesthetic, the installations will feature a 360° rotating structure with life-like mannequins wearing GENTLE FENDI sunglasses.
The GENTLE FENDI Capsule Collection will be available starting from early May 2019 in Fendi and Gentle Monster boutiques along with select optic stores worldwide.