Luxury Eyewear Brand Gentle Monster Joins The Gaming Bandwagon

South Korean luxury eyewear brand Gentle Monster has jumped onto the gaming bandwagon with its latest collaboration.?

Following its cue from numerous luxury brands, Gentle Monster has partnered Blizzard Entertainment’s popular first-person shooter video game Overwatch 2: Invasion. The deal sees the eyewear brand drop a selection of character skins on the game as well as launch a pair of physical sunglasses that is inspired by D.Va’s—one of the game’s main protagonists—headgear.?

Gentle Monster is having its moment in the spotlight, recently collaborating with French jewellery brand D’heygere for its popular Pierced 02 glasses. As for the gaming world, luxury brands such as Louis Vuitton, Gucci, Balenciaga, Valentino and Ralph Lauren have all been heavily involved in collaborations.??

According to ASN data, Gentle Monster has 0.3% for its category, investing about US$924k since Q420. The spends have been focused on two markets; China (71%) and South Korea (29%).??Prior to its dive into the gaming world, the brand has focused on celebrity endorsements, including the likes of Chinese actor Zhu Yi Long and South Korean footballer Son Heung Min.?

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This article was first published in ASN's September 2023 no. 2 newswire.