Gentle Monster unleashes Hunter Schafer into horror movie madness

Gentle Monster is taking Halloween weekend to a whole new level. The brand has unleashed its 2025 Fall Collection with THE HUNT, a one-minute fever dream of a campaign starring Hunter Schafer and directed by Nadia Lee Cohen.

The campaign is a suburban nightmare meets horror film hall of fame with nods to Scream, The Shining, Smile, Halloween, Funny Games, and even a wink to Stephen King’s IT character Georgie Denbrough.

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The film, shared on Gentle Monster's Instagram, opens with a woman hiding in a bush, filming Schafer dancing alone at home in a sparkly red dress. The observer is soon murdered, her body dragged by three shadowy figures to Schafer’s front door.

When the doorbell rings, Schafer approaches and in a chilling nod to classic horror, braces the door with her body as the attackers smash through on either side. She scrambles, only to find more masked assailants waiting outside her bedroom. One shatters a glass window, and when it removes its mask, it reveals Schafer’s face, grinning eerily through tears.

The music swells as Schafer flees, racing down the street with the attackers in pursuit. She jumps into her car and drives off, only to discover another assailant in a yellow raincoat sitting silently in the backseat. The film closes in a harrowing final moment: Schafer’s head slams against the steering wheel, lifeless, as the yellow-coated attacker walks away, leaving the mask it once wore discarded on the ground.

The film was first teased six days ago with a spine-tingling video featuring a door marked '1107' and an axe smashing through, inching closer to the screen in a bone-chilling 3D effect. Some spotted a The Shining “Here’s Johnny!” callback, while others hilariously guessed a collab with Choi Yeon-jun (whose album also drops 7 November).

Safe to say, horror wins and K-pop loses when Gentle Monster dropped the poster to THE HUNT two days after the teaser.

THE HUNT premieres on 29 October, leading into the global launch of Gentle Monster’s Fall 2025 collection: US and Canada on 6 November, and Korea, China, Japan, Singapore, Australia, plus other regions, on 7 November.

With Halloween around the corner, brands are leaning into horror to capture attention and spark conversation. Closer to home, Fanta has teamed up with Universal Pictures to summon horror icons Freddy Fazbear from Five Nights at Freddy’s, M3GAN, and Chucky onto limited-edition orange and grape Halloween packaging, ahead of the sequels Five Nights at Freddy’s 2 and M3GAN 2.0.

The partnership aims to make Fanta the definitive drink for Halloween by linking its fun, mischievous spirit with Universal’s iconic horror universe, turning the festival into a playful, cinematic experience that resonates with Gen Z and drives engagement, cultural relevance, and sales. 

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