For Gentle Monster, a campaign is never just a campaign. It’s a story, an experiment, and often, a test of imagination. The brand has long mastered the art of turning marketing into something much bigger. Its latest launch, ‘The Room’, continues that streak, this time with a campaign that is a horror game. Instead of unveiling its Fall 2025 collection through the usual campaign film or glossy shoot, Gentle Monster invites audiences to step inside a full-blown horror game, and, if they can, make it out alive.
The new interactive experience merges the brand’s cinematic vision with the mechanics of gaming. ’The Room’ places players in a time-sensitive escape challenge, urging them to uncover clues, navigate eerie spaces, and evade an unseen danger lurking in the shadows. The premise is simple yet spine-tingling: solve puzzles before time runs out.
The game builds on the narrative of ‘The Hunt’ the brand’s Fall 2025 campaign. Where ‘The Hunt’ explored desire, danger, and surveillance through a cinematic lens,’The Room’ makes those themes interactive.
Visually, it’s a feast. The digital world mirrors Gentle Monster’s physical stores. It’s an unconventional move, but one that fits the brand perfectly. Gentle Monster has always blurred the lines between art, fashion, and performance. Its stores are part gallery, part dreamscape, and now, its digital world follows suit. The eyewear pieces appear throughout the game, not as product placements, but as part of the mystery.
The brand’s decision to merge fashion and gaming feels timely as audiences crave experiences rather than advertisements. It shows that the right storytelling can pull you in. And that’s precisely Gentle Monster’s power—it invites you into its world and dares you to play by its rules. And while escaping ‘The Room’ might be a challenge, resisting the brand’s creative pull is almost impossible.
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