FENDI and Gentle Monster announce the launch of GENTLE FENDI - a one-of-a-kind collection of sunglasses designed by the Roman Maison in collaboration with the Korean sunglasses and optical glasses brand, manufactured and distributed by SAFILO.
The GENTLE FENDI Capsule Collection is comprised of two unisex styles that embody a perfect balance between innovative design and exquisite craftsmanship, combining FENDI’s DNA with Gentle Monster unpredictable aesthetic.
GENTLE FENDI NO.1 is a hyper-fashion metal and acetate designed frame, surfing the current trend of small shapes and bold logos, while GENTLE FENDI NO.2 is a metal style that combines a strong fashion attitude with an easy-to-wear look.
The GENTLE FENDI Capsule Collection will be presented with an innovative and disruptive video-art directed by collective Russian artists AES+F; renowned for combining multiple forms of tools, including sculptures, photography, architecture and media technology. The video portrays a grandiose and lavish aesthetic, combining fashion with art whilst merging and opposing futurism with an ancient feeling. Under the form of magical creatures, models wearing the GENTLE FENDI sunglasses are projected in a surreal atmosphere where they meet and interact with strange alien-like geometrical structures, surrounded by classical architecture and minimal elements.
The GENTLE FENDI Capsule Collection will debut early May 2019 in FENDI and Gentle Monster boutiques along with selected optic stores worldwide.
Custom rotating installations will take centre stage at selected FENDI and Gentle Monster boutiques worldwide, among which include, Fendi Roma Palazzo, New York Madison, Gentle Monster London, New York Soho and MBS Singapore. Infusing the boutiques with an industrial and futuristic aesthetic, the installations will feature a 360° rotating structure with life-like mannequins wearing GENTLE FENDIsunglasses.
The launch of GENTLE FENDI will be celebrated at the NY Soho store on May 14th with a VIP gathering, along with special events taking place in Seoul and Beijing the same month. The events will include special animations and set-up, hosting a cool crowd of guests, celebrities, Influencers and DJ’s from all over the world.
Moreover, a GENTLE FENDI Caffè will take centre stage in Seoul starting from May 7 until the end of July, where visitors will have the chance to taste a customized GENTLE FENDI original Steccolecco gelato bars and other custom desserts and beversages. On the other hand, an interactive installation called ‘The Observer’ will land in front of the Gentle Monster flagship store in Beijing. Starting from May 7 until June 1, a live performance will be activated from ‘The Observer’ by live performers. They will hand-out custom made ice-creams to the purchasing customers of the GENTLE FENDI sunglasses or to all visitors posting on socials with the official project hashtags.
To generate additional buzz, FENDI and Gentle Monster have created two loveable sticker characters –Gennie and Fennie, both wearing the GENTLE FENDI sunglasses – that will be used on Gentle Monster KakaoTalk official account and as animated GIFs on FENDI’s social media platforms.
Discover more on fendi.com and gentlemonster.com starting from April 30, 2019.