Moncler introduces its latest Re/Icons collection with a campaign featuring Cher, JENNIE, and Grace Jones, three influential figures whose careers have shaped music, fashion, and popular culture. Photographer and director Gabriel Moses captures the artists in a series of portraits that explore individuality, creative freedom, and the determination to pursue original ideas. The campaign draws inspiration from archival photographs of alpine pioneer Lionel Terray, an early Moncler collaborator, connecting the brand’s mountain origins with contemporary cultural figures.
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The Re/Icons collection revisits recognizable Moncler outerwear and accessories, introducing updated interpretations of designs from the archives. Each campaign participant wears pieces that reflect her identity and creative history. Moses places the three artists within different crowd settings, using their presence to examine how individual expression influences wider cultural movements.
Cher leads the campaign with a career that has crossed music, film, and fashion over several decades. Her ability to explore different creative directions has maintained her influence across generations. With Emmy, Grammy, Golden Globe, and Oscar wins, she has established a record of achievement across entertainment. “Pioneering spirit is just going forward and being tough. Pioneers were tough. It’s going and not giving up and being thankful,” Cher explains.
For the campaign, Cher wears the Moncler Re/Icons Himalaya jacket in white and the Verone jacket in black, accompanied by a yellow scarf referencing the Bob Mackie scarf dress she wore on The Cher Show. In the accompanying film, she pulls the scarf to recreate a playful version of the performance’s famous reveal, prompting the surrounding dancers into action.
JENNIE represents another generation of cultural influence. Following her beginnings in K-pop, she has developed an international presence across music, high fashion, and digital creativity. Her work reaches audiences across geographical boundaries and encourages new approaches to personal identity. “My most extraordinary dream is to keep discovering different versions of myself that I haven’t met yet. To keep creating freely, experiencing new things, and never stop dreaming bigger,” JENNIE shares.
She wears the Moncler Re/Icons Karakorum jacket in black and the Tibb gilet in caramel. Faces from around the world surround her throughout the campaign, creating a visual reference to her international audience and cultural reach.
Grace Jones completes the cast, bringing her distinctive approach to performance, fashion, and visual identity. Throughout her career, Jones has challenged established conventions surrounding music, race, gender, and personal presentation. Her collaborations and performances have established a recognizable visual language that continues to influence creative expression. “Pioneering spirit is about challenge. I like a challenge that makes me feel like I achieved something that was unachievable,” Jones explains.
She appears in the Moncler Re/Icons Karakorum jacket in deep purple, referencing her work with director Jean-Paul Goude. Lookalikes wearing her signature dramatic makeup surround her, multiplying her recognizable image across the composition.
Moses connects the three portraits through cinematic staging and a focus on individual presence within crowds. The Moncler Re/Icons collection is available now at selected Moncler stores and online.
