Gentle Monster introduces its Fall 2025 Collection with The Hunt, a one-minute short film starring Hunter Schafer and directed by Nadia Lee Cohen. Released globally on October 29th, the campaign transforms the brand’s distinctive visual language into a cinematic experience, a strange, magnetic encounter between fashion and horror. Schafer steps into the role of both muse and protagonist, wandering through a suburban dreamscape where beauty and fear intertwine.
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The campaign film plays like a lucid nightmare, a distorted mirror of the familiar. In Cohen’s vision, Schafer is caught in an eerie townscape where the mundane fractures into the surreal, each frame referencing the visual tropes of classic horror. The result is a feverish narrative that captures Gentle Monster’s fascination with the tension between minimalism and the uncanny, an aesthetic the brand continues to refine through film, installation, and performance.
Beyond the film, the 2025 Fall Collection expands Gentle Monster’s language of restraint and design precision. The new eyewear features slimmed silhouettes, delicate contours, and refined detailing that emphasize proportion and materiality. Metallic finishes and gradient tones introduce a sense of movement, while maintaining the brand’s focus on sculptural balance. Each frame feels engineered for expression, blurring the line between accessory and artifact.
To accompany the campaign, Gentle Monster has developed an interactive game that extends The Hunt into an immersive experience. The digital component allows players to navigate an alternate dimension of the campaign’s story world, reinforcing the brand’s position at the intersection of fashion, art, and technology. This integration of virtual storytelling continues Gentle Monster’s tradition of reimagining how collections can be encountered beyond traditional retail.
The collection will be available from November 6th in the US and Canada, followed by a global release on November 7th across Asia, Europe, and other markets both online and in-store.
