Gentle Monster continues to experiment, turning its new Fall 2025 campaign into a chilling experience. After THE HUNT — the short film directed by Nadia Lee Cohen and starring Hunter Schafer — the South Korean brand introduces THE ROOM, an interactive horror video game that replaces the classic lookbook with an immersive experience.
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Instead of browsing through images or watching a video, players find themselves trapped in a room, forced to search for clues and survive an unknown presence. Time ticks away, tension builds, and every decision shifts the outcome of the game. The result is a hybrid between cinema, fashion, and gaming, where the brand’s dark and hyperreal aesthetic becomes something to experience rather than simply observe.
With THE ROOM, Gentle Monster reaffirms its ability to turn fashion communication into an experiential territory, engaging the audience far beyond the product itself. It’s another step in the increasingly close relationship between brand identity and virtual worlds, where interaction replaces mere observation.
The game is available for free on the brand’s official website, alongside the Fall 2025 eyewear collection, which carries the same visual and cinematic tension as the campaign. Once again, Gentle Monster isn’t just presenting eyewear, but an entire universe to explore — as long as you dare to step inside the room.
