Cher, Grace Jones and JENNIE star in Moncler’s new campaign
Three generations of stars introduce Re/Icons, a collection that revisits the brand’s archives.
Moncler brings together Cher, Grace Jones and JENNIE in a campaign celebrating individuality and the courage to forge a personal path. Its stars represent different musical eras, but each has made personal style an essential part of her creative identity.
Photographed and directed by Gabriel Moses, the campaign draws on archival images of mountaineer Lionel Terray, a key figure in Moncler’s early history. Clothing developed for the mountains finds a new expression through three women who have shaped contemporary popular culture.
Cher appears in the Himalaya jacket, JENNIE wears the Karakorum, and Grace Jones brings her presence to a deep purple look. Each gives the house’s familiar silhouettes a distinct character.
The Re/Icons collection revisits outerwear rooted in Moncler’s heritage, including the Himalaya, Karakorum and Verone jackets and the Tibb vest. The campaign places its stars’ personalities at the centre of that reinterpretation, exploring how archival designs can take on a different meaning through the people who wear them.