Gentle Monster 2026 Veggie Campaign starring Yosh
Agricultural Haute Couture: Gentle Monster’s Surreal "2026 Veggie Collection" CampaignSouth Korean eyewear label
Gentle Monster
has once again fractured the boundaries of conventional fashion with the launch of its 2026 Veggie Collection. The project translates a bizarre obsession with crop cultivation and vegetables into a futuristic haute couture setting.This proposal masterfully fuses extreme portability with a dystopian, organic aesthetic.
The Concept: A Synthetic-Pastoral ObsessionThe campaign revolves around an eccentric narrative where a strange fixation with tomatoes and agricultural crops becomes the primary visual driver. The concept juxtaposes the tranquility of traditional farming environments with high-gloss finishes, plasticized textures, and completely artificial CGI silhouettes.Set in desolate fields and industrial greenhouse warehouses, the massive vegetables do not represent nature. Instead, they act as alien, pop-design fetishes.
[Desolate Pastoral Setting] + [CGI Fetish / Giant Tomatoes] │ ▼ [Veggie Collection Concept]
The Visionaries: The Creative TeamTo materialize this universe suspended between reality and digital rendering, Gentle Monster entrusted production to contemporary visionaries of the Asian visual industry:
Film Direction: Led by Rima Yoon, head director of the acclaimed production company Rigend Creative, known for her avant-garde approach to K-Pop and luxury fashion films.
Directors of Photography (DOP): Co-directed by Shin Jam (Scene Jam) and Andy Iere Kim, achieving the signature cold, dreamlike lighting.
Art Direction & Set Design: Developed by Minkyu Jeon (RE.KINDLE / ABR) alongside botanical designers Hyun Su Moon (Seoulseed) and Jisook Yim (Saison Fleurie), who engineered the massive artificial vegetable structures.
VFX & AI Artistry: Managed by Yeji Heo and Neither.I studio, seamlessly blending practical environments with fluid digital renders.
The Stars: Karina and YoshThe campaign comes alive through the contrasting energy of its two global ambassadors:
Karina (aespa): The K-Pop idol leads the visuals, embodying a "cyber-core" aesthetic. Her performative interactions—such as biting into glossy tomatoes directly in front of the lens—define the eerie, uncanny tone of the campaign.
Yosh (Yu Shi / 于适): The multi-hyphenate Chinese actor and artist brings a magnetic, androgynous energy. His presence complements the editorial mystery of the promotional short film.
Anatomy of the Collection: Sculptural Foldable EyewearThe 2026 Veggie Collection features 10 optical and solar designs engineered for compact functionality. It is not just about aesthetics; it is a feat of accessory engineering.
The Structure: The glasses feature hidden hinge mechanisms that allow them to fold completely flat into a micro-sized footprint.
Organic Silhouettes: Acetate frames sport exaggerated curves inspired by the morphology of vegetables.
Stem-like Temples: Metal arms and tips mimic the intertwining shapes of plant stems and roots.
The "Veggiemon" Phenomenon: The launch introduces small plush charms shaped like broccoli, onions, and eggplants. These accessories clip directly onto bags or the temples of the glasses.
Global Rollout and Immersive SpacesThe campaign transcends screens through immersive pop-up installations launching in major fashion capitals. HAUS NOWHERE in Seoul and Shanghai, along with concept stores in Tokyo and Los Angeles, will transform into surreal crop fields. Visitors can interact with giant tomato sculptures and step into photo booths that digitally transform them into "Veggiemon" characters.To experience the creative direction and visual treatment of this universe in motion, you can view the official film.If you would like to explore this launch further, let me know if you want to:
Analyze the specific wardrobe styling used by Karina and Yosh in the film.
Get the exact pricing and specifications of the foldable hinge models.
Compare this project to Gentle Monster's previous botanical-themed releases, like the Bouquet Collection.