Gentle Monster and Hunter Schafer Turn Horror Into High Fashion Marketing

Gentle Monster is turning up the volume for its Fall 2025, and things are getting eerie.

The brand has unveiled a one-minute film called "THE HUNT," directed by Nadia Lee Cohen and starring Hunter Schafer, as the dramatic centerpiece for its "Simple Line" eyewear collection.

According to Gentle Monster, the campaign follows Schafer in an "uncanny suburban town where reality transforms into a lurid nightmare of classic horror films," a twist to the brand’s artistic expression.

In this new range, Gentle Monster spotlights minimalist, slim-framed glasses, making a return to elegance and precision.

The Simple Line collection opts for a more restrained and sophisticated vision with delicate silhouettes and metallic tones. 

A Hunt With Hunter

The film arrives with a nod to horror classics.

In the spot, Schafer drifts through a seemingly sleepy suburban town, but it quickly unravels into a fever dream.

The visual cues serve as easter eggs for film buffs, with references to "The Shining,""Smile,""Halloween," and even Stephen King’s "It."

Schafer, in a glittering red dress, is chased by masked assailants who pursue her, breaking through her front door, mirroring the kind of visceral tension found in cult horror. 

The spot culminates with Hunter finally being hunted down by her clones, as the final shot dramatically highlights Gentle Monster's new eyewear.

The collection is set to drop first in the U.S., with the Simple Line frames available on gentlemonster.com and in its U.S. physical stores beginning November 6.

Earlier than the global release, this early U.S. launch highlights the luxury eyewear brand's growing presence in the American market, particularly among Gen Z.

What We Can Learn from Gentle Monster’s Horror-Driven Launch

With "THE HUNT," Gentle Monster shows that even simple products can grab attention when paired with a strong story.

• Pairing a sleek new product range with a cinematic, narrative-driven campaign can amplify its emotional impact.
• Pop culture references can deepen audience engagement beyond passive viewing.
• Releasing internationally in key markets first, combined with creative risk-taking, is a strategic way to position your brand.

Gentle Monster joins brands like Prada that used cinematic, auteur-style work to redefine their identity.

Recently, Prada joined forces with Scarlett Johansson and director Yorgos Lanthimos for a surreal film centered on the Galleria handbag. 

It's ideas like these that make waves and stand out in the luxury market. 

Our Take: What’s the Real Catch?

Watching Schafer in THE HUNT feels like being invited into a nightmare made beautiful, which, when you think of eyewear, is wild.

It’s a reminder that category-defining brands don’t just craft products but also make little worlds you want to step into.

It also proves that taking creative risks and leaning into horror and surrealism can pay off. 

In other news, Gucci ditched the runway for a star-studded short film to celebrate its new "Demna" era. 

Discover the top creative agencies making culture-infused campaigns in our agency directory.