Gentle Monster unleashed its 2025 Fall collection with ‘The Hunt,’ a one-minute fever dream of a campaign starring Hunter Schafer and directed by Nadia Lee Cohen.

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.

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.

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.