Korean sunglasses brand Gentle Monster is ramping up its expansion into Europe after its successful debut in the United States and Southeast Asia.

Fashion industry insiders said on Sunday that Gentle Monster’s store at 10 Corso Como in Milan has quickly become a must-visit spot for local millennials and tourists since its March 2025 opening. The brand’s collaboration with French luxury house Maison Margiela has also fueled sales, with some items selling out globally.

Gentle Monster opened its first European office in Paris in September 2024 and launched the Milan flagship store in March 2025, with a third European location currently in the works.

Founded in 2011 by CEO Kim Han-kook, Gentle Monster initially gained attention overseas when its sunglasses appeared on actress Jun Ji-hyun in the hit drama “My Love from the Star.” While the brand initially focused on China, where it opened over 20 stores, it has recently expanded into Western markets.

Gentle Monster is also known for its experimental store designs incorporating large sculptures and digital art installations that have become a hallmark of its retail identity. The company now operates in 14 countries, including the United States, China, the United Kingdom, Australia, and countries in Southeast Asia.

The brand is also embracing new technologies, recently partnering with Google and Samsung Electronics on a next-generation extended reality (XR) smart glasses project. Gentle Monster was selected as the design partner for the new glasses, which are expected to launch at the end of 2025. The glasses will reportedly include a camera, microphone, and speakers, and support features such as real-time language translation, messaging, and photo capture.

Gentle Monster’s parent company, iiCombined, reported sales of 789.1 billion won ($571.01 million) in 2024, a 29.7 percent increase from the previous year. Overseas sales accounted for about 303.7 billion won, or 38 percent of total revenue.

The brand’s products are priced between 200,000 and 400,000 won, making them more affordable than luxury competitors. Gentle Monster used BLACKPINK’s Jennie as a brand ambassador from the beginning, which helped build name recognition. Its bold and innovative designs have consistently appealed to Gen Z consumers, making it one of the most popular sunglasses brands among that demographic.

The brand’s recent “2025 Pocket Collection” included a product called “Milky Way,” known for its distinctive star-shaped design, which sold out immediately after launch.

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