Gentle Monster: Digital Retail from a Brand That Doesn’t Need to Try—But Probably Should Anyway
Jun 25, 2025
By [stroem]
Gentle Monster has something most Scandinavian brands have wet dreams about: a massive presence in Asia, especially China and Korea. Sure, being a Korean brand helps—but don’t mistake that for ease.
They don’t coast. They cut. Their design is razor-sharp. Their campaigns hit like art films. Their retail? Always a jaw-drop. Store or pop-up, it’s a full-body experience. So how does all of this translate online?
First Contact: Clean Impact
Landing on the US site is like walking into a gallery. The screen is dominated by campaigns—Pocket Collection, Maison Margiela collab, 2025 drop—stacked one after another on desktop and sliding in a hero banner on mobile. No screaming text, no sales banners. Just image and rhythm. Depending on your location, you’ll see a slightly different flavour, for the European site (I tested Sweden for obvious reasons) the layout is more restrained.
Whatever the market the opener is the latest Pocket Collection with foldable eyewear in pocket-sized cases. Subtle movement in minimal animations showcases the folding frames right in the product listing. Paired with strong campaign videos this for me is e-commerce in its best.
The top-row promotional messages however break the flow. On desktop there are four of them all rotating too quickly: "Interest-free with Klarna," "Free Shipping," "Lens Order Guide"... and you miss them before you can even finish reading. It feels rushed and unconsidered—like the design team wanted them gone, but marketing insisted. On the mobile the messages glide and interchange from the bottom up with slightly better experience. Still, this section could easily be reworked into a slow-scrolling ribbon instead which is less intrusive and more premium on both devices.
Navigation: Clear Structure, Quiet Intelligence
Gentle Monster keeps things minimal—but never careless. On desktop, the international site presents a straightforward main menu with clear categories: Sunglasses, Glasses, Collections, Stores, and Explore. To the right, you’ll find essential user services—Search, Log In, and a Shopping Cart (Wishlist inside!).
The layout is clean, symmetrical, and confidently sparse. On mobile, the structure adapts slightly. Instead of everything upfront, you access account features like login or registration only after unfolding the menu, keeping the viewport focused and distraction-free.
We need to pause on the search experience, because here, Gentle Monster steps out of the typical pattern—and it’s worth a closer look.
Unlike most fashion sites where the search icon is passive, Gentle Monster’s is suggestive. On desktop, the search icon is paired with trending eyewear models that gently scroll upward in a smooth, sliding motion—Takion T1 or By Row 01 might be the first you see. On mobile, the name of the trending frame appears directly inside the search field itself, quietly guiding the user toward something desirable.
Clicking on the search icon or the model name seamlessly unfolds a full search module—you can type your query, of course, but you’re also presented with five or more trending products below. At the bottom of the search window, your recently viewed products appear—a thoughtful touch that ensures nothing is lost, even if you forgot to save it to your cart or wishlist. It’s smooth, contextual, and user-first.
Let’s return to the main navigation, because it too reflects this balance of minimalism and intention.
There’s no dropdown chaos, no mega menu bloat, no editorial distractions. Just a clean, hierarchical system that invites focused exploration. Each category has a View All option that should be non-negotiable in any e-commerce design. From there, paths unfold via smart curation:
Best (what’s trending)
New (what’s fresh)
Latest (what’s current)
Collaborations (what’s coveted)
Gift Picks (what’s seasonal or iconic)
On desktop, these categories appear clearly beneath each parent menu item. But on mobile, Gentle Monster avoids unnecessary steps by surfacing subcategories directly below the logo and shopping cart, styled as horizontally scrollable tags. A small decision, it might seem, but an important one—it skips an extra click and keeps the mobile experience frictionless. You just keep scrolling.
The navigation is organised with clarity and intention. The experience assumes that the visitor either knows what they want—or is open to being nudged visually, not verbally. There’s no pushy SEO language, no trend-chasing copywriting, just quiet design logic.
And then there are the filters, which deserve their own praise. They’re impressively well-designed, especially for mobile. You’re not buried in options or confused by categories. Instead, you get a clean set of selectors: frame color, lens color, material, shape. Everything responds quickly. Nothing breaks the flow. The filters are usually overlooked in most e-commerces—especially on mobile. But here, Gentle Monster gets it exactly right.
Product Listing: A Grid That Glows
The category pages on Gentle Monster´s site are straightforward—but they don’t feel basic. On desktop, you get a four-column grid and on mobile, the layout shifts to a tidy two-column grid with hover-slides that let you preview all product images without clicking into the page. The structure holds, the pace works.
I browsed both the latest Pocket Collection and the (naturally sold-out) third Maison Margiela collab. The products are, as expected, strong. But what stood out—beyond the frames themselves—was the subtle, smart folding animation used for the Pocket line. A small, seamless loop shows the sunglasses unfolding—and in some cases, folding back into their miniature leather (?) case. It’s a perfect example of form communicating function where no copy or user guide is ever needed.
Each product card provides exactly what it should:
A full visual preview
Product name and price in your local currency
Color and frame combinations (for some prodcuts)
A wishlist icon for saving your favorites
In some categories, Gentle Monster adds a standout feature: a larger product image shown on a female or male model by default. Beneath that, a row of image displays showcases more models wearing others frames. You can toggle between model view and product view directly on the grid. It’s elegant and on-brand—and honestly, the first time I’ve seen this handled this well in a live environment. More brands should steal this.
It all works for me (a cranky e-com purist :) but there’s one point of friction: no infinite scroll. After viewing 16 products, you're asked to click “Load More” and possible tech reasoning aside, for a brand this visually fluent, the pause feels out of place. I want more GM and I want to keep on scrolling and overloading my Wishlist with products.
Product Page: All Surface, Still Seductive
Click into a product like the MM205G12—from the latest Maison Margiela collab—and you land on a page stripped of nearly everything but form. There is the perfect product, isolated and elevated in typical Gentle Monster fashion.
On desktop, the layout is strict, almost architectural. A giant product image dominates roughly two-thirds of the screen—giving the frame its full cinematic moment. To the right: only the essentials. The Details module opens by default, offering bare-bones ”just enough” product data. It sits between two more collapsible tabs—Shipping & Returns and Size & Fit—neatly scaled, ready to expand only if you need them. Scroll down, and the image experience deepens: alternate angles, model shots, packaging, campaign stills. Immersive without ever becoming chaotic.
But for all this visual clarity, the interface still holds back: It could speak more, invite more and give more.
There’s no trace of the design process. No glimpse into the concept. No quote from the Creative Director and no moodboard or context that hints at what this piece is about. And maybe that’s intentional. If you're here, you’re supposed to already know.
The brand assumes its audience is culturally fluent. The kind of visitor who doesn’t need an explanation of MM capsule drop. But even then, one well-placed paragraph—a fragment of narrative—could make the difference between a beautiful page and an unforgettable one.
And while we’re here: for a layout this vertically stretched, the lack of a “scroll to top” button is noticeable on any device.
Shopping Experience: Structured and Slightly Distant
The shopping experience on Gentle Monster digital is as visually disciplined as the rest of the site. Product discovery flows easily and whether you’re browsing by category, toggling filters, or using the search function, it’s easy to find something you want. Add it to your wishlist or go straight to cart—the interface won’t fight you.
However, I struggled on mobile and couldn’t access product pages—hopefully a temporary bug.
Gentle Monster gets the small things right:
“Similar Frames” are quietly suggested via a clean number-based toggle.
“Notify Me” replaces the CTA on sold-out products. Seamless and respectful.
“Size & Fit” uses visual sliders instead of overwhelming measurements. It’s light but informative—ideal.
Checkout, however, requires you to sign in—especially if the product is part of a members-only drop. Fortunately, login/sign up via Apple or Google makes this mostly painless, if you choose your browsing region up front. If you don’t, you may run into issues later—like address mismatches or the system rejecting “öäå” (ojdå!).
I was blown away by the payment options: credit cards, PayPal, Klarna, Google Pay, and even regional methods like Trustly. The three-day international shipping, free of charge, was the cherry on top.
But here’s where it could go further. It’s all function, no feeling. Gentle Monster delivers a smart, solid shopping flow—but it leaves the pleasure of shopping—the actual experience—mostly to the product.
And maybe that’s fine—until you realise how much more the experience could hold. A little friction removed here, a little joy added there makes all the difference between a site that moves you forward, and a site that draws you in.
Best Practices From Gentle Monster
For all its sharp edges, Gentle Monster gets a lot right—especially in the details. This is not a brand trying to play catch-up with digital. It’s leading quietly, in its own way. Here’s what others should be watching, and copying:
1. Get the product right and show it
The site lets the products do the work. From campaign visuals to product imagery (that styling just wow!), every item is presented with visual clarity. It’s proof that if your content is strong enough, you don’t need to over-explain.
2. Micro-motion used meaningfully
The Pocket Collection’s folding animation within the product listing and on product pages is perfect. It’s not decorative—it shows you the product in a single loop.
3. Search that anticipates desire
Trending models appear directly in the search field. Recently viewed products surface automatically. This isn’t just functional—it’s intuitive. Search feels alive, not just reactive.
4. Filters that don’t kill the mood
On mobile especially, the filters and sorting is beautifully designed. Frame color, lens color, material, shape—cleanly labeled, smoothly responsive, and visually integrated. I never ever stumbled once!
5. Checkout that stays local and rewards you for your patience
Localised payment options (Trustly, Klarna), fast authentication, and a three-day free delivery promise? That’s rare, even for high-end brands. Gentle Monster proves that premium doesn’t have to mean "no access".
Final Thoughts
I’ve been following Gentle Monster for years—hooked since spotting a spaced-out pair of frames on Vestiaire Collective. Clicking to the site I found myself landing in another dimension: cinematic visuals, a full-screen homepage, and a giant hamburger menu anchored unapologetically to the right (a design move I’ve never seen before back then). Then came the first Maison Margiela collab, the second, the third, and I was in for life.
Gentle Monster is a master of spectacle. In-store, in campaign, in collab—they hit every note. But what happens when that energy moves online? Does the site carry the same sharpness, the same tension? Mostly yes. Sometimes no. Always worth a look.
This brand doesn’t need to explain itself—from the minimal grid of the foldable Pocket Collection to the Maison Margiela collab that’s already sold out, it’s a solid e-commerce experience: clean functionality, strong visuals, clever filters, and just enough tech. Yes—some areas could use love and more storytelling, better scroll behavior, less friction in the details.
But honestly?
I almost don’t care. The product is stunning and I need those MM205 G12s now.
♡ Like this one? There’s more where that came from. Fashion UX, clever commerce moves, and brand storytelling magic—served fresh every week.
Disclaimer & Sources
This article is created for informational, educational, and editorial purposes only. It reflects the author's personal experience and professional analysis of the Gentle Monster brand website, and digital presence. All opinions expressed are independent and do not imply any affiliation with, endorsement by, or sponsorship from the brand or their parent company.
All images used in this article are sourced from the publicly available official website and social media. Media content is used under the principles of fair use for the purposes of commentary, critique, and review.
The primary sources for this article include:
Official brand website
Verified social media account
Publicly accessible web resources
Third-party tools used for website, branding, or tech stack analysis
All trademarks, logos, and brand assets referenced remain the property of their respective owners. If you are a rights holder and believe any content has been used inappropriately, please contact us for prompt review and resolution.
