When South Korea's Gentle Monster teamed up with K-pop star Jennie from girl group Blackpink to launch a customizable eyewear collection featuring playful, detachable charms in April, the response was nothing short of electric.
Despite the premium price tag (the collection's most expensive product, the Barrette sunglasses, retailed for $520), the line triggered a shopping frenzy, with selected models selling out in Singapore in just a day. Subsequent models released here also quickly vanished from online and in-store shelves.
Yet, beyond the buzz of its high-profile partnership, what Gentle Monster did was not new. Fashion brands have long embraced personalization, offering simple customization options.
Since 2018, American label Polo Ralph Lauren has allowed adults and children in Singapore to add little touches to its classic items. For online purchases starting at $179, shoppers can customize polos with embroidered initials or add custom patches to baseball caps.
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