A visionary one-minute film directed by Nadia Lee Cohen meets eyewear innovation: the ascendant fashion house introduces a fall collection that blurs suburban normality and uncanny horror.
In the latest chapter of the Korean eyewear brand Gentle Monster, the campaign titled ‘The Hunt’ unveils a striking aesthetic shift that merges minimal design with surreal narrative. The campaign is anchored by Hunter Schafer, best known for her creative and acting work, and it is brought to life under the direction of Nadia Lee Cohen, the British artist and filmmaker whose distinctive universe of dreamlike Americana has become a contemporary visual code.
The film opens in what appears to be a calm suburban enclave: pastel façades, lawns, shimmering evening light. Yet it soon slips into a dreamlike horror sequence as the corners of the frame distort, the soundtrack shifts, and Schafer moves through this uncanny space with both poise and disquiet. The effect aligns seamlessly with Gentle Monster’s long-standing practice of turning eyewear campaigns into cinematic experiences rather than simple product displays.
As for the fall 2025 collection itself, the design language emphasises sleek, slim frames, architectural temples and a palette rooted in soft neutrals and metallics. For the first time, the collection will launch in the U.S. on November 6, ahead of a global roll-out, signalling Gentle Monster’s strategic push into the American market.
The collaboration with Nadia Lee Cohen feels particularly apt: her previous work has explored suburban tension, camp and hyper-real femininity, making her a natural fit for a campaign in which the everyday becomes uncanny. The pairing with Hunter Schafer, known for her bold aesthetic and cultural resonance, further strengthens the brand’s connection with younger, visually literate audiences.
‘The Hunt’ represents a dual move: an aesthetic shift toward narrative, filmic campaigns in the eyewear space, and a geographic expansion that prioritises the U.S. market. For Gentle Monster, it means donning the guise of both fashion filmmaker and global strategist.
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