The eyewear label has released “THE ROOM,” a free-to-play game that extends the narrative of its “THE HUNT” campaign.
Summary
- Gentle Monster has released “THE ROOM,” a horror-themed game, in place of a standard lookbook for its Fall 2025 collection.
- The interactive experience is a direct extension of the brand’s “THE HUNT” campaign, which featured Hunter Schafer.
- The move places consumers inside a playable narrative, showing the continued overlap between the fashion and gaming worlds.
Gentle Monster is taking a new approach for its Fall 2025 eyewear release. The brand has opted out of a static lookbook, instead presenting “THE ROOM,” an interactive escape game with a horror component.
The game operates as a timed survival challenge. Players must move through unsettling environments, find clues, and simultaneously evade a threat. This format is a direct follow-up to the brand’s larger “THE HUNT” campaign for the season, which was directed by Nadia Lee Cohen and featured actress Hunter Schafer.
“THE ROOM” effectively translates the mood and aesthetic of that campaign into a playable format. The strategy pulls consumers directly into the brand’s creative world, marking another point where fashion and gaming are crossing paths.
The game is available to play for free on Gentle Monster’s website. The Fall 2025 eyewear collection is also now available to shop through the brand’s online and offline stores.