Gentle Monster introduces its first optical collection and campaign, titled, ‘GENTLE’, shot by Dutch photographer Ari Versluis, it delves into the concept of identity, as boundaries blur between brand and individual.
‘GENTLE’ questions the concept of identity, a blank space of endless possibilities, fostering diversity and inclusivity through synergy between ‘GENTLE’ and the individual.
The campaign presents twelve diverse characters: artists, models, and Influencers with their own unique expression of their current lifestyle and aspirations. The imagery depicts each person within the context of a blank space of endless possibility.
Photographer Ari Versluis is known for limiting expressions of group identity, searching the depths between individuality and conformity. Since 1994, Versluis has been focusing on ‘Exactitudes’, a visual series on the similarities within different cultures. (https://www.ariversluis.com/).
The optical line launches worldwide on September 10th ’21, online and at Gentle Monster flagships, offering fifteen handcrafted styles within a collection of sixty frames in various color iterations, and transition lenses.