Inside Moncler’s Re/Icons Collection with Cher, Grace Jones, JENNIE

Moncler has launched its Re/Icons collection, a campaign that brings together Cher, Grace Jones, and JENNIE in a series of portraits by Gabriel Moses. The collection draws on the brand’s archive, updating its most recognized outerwear and accessories for the present. The campaign is inspired by archival images of alpine pioneer Lionel Terray, who was an early collaborator with Moncler, and places each of the three icons at the center of a crowd, highlighting their individuality and legacy.

Cher appears in the campaign wearing the white Himalaya jacket and the black Verone jacket, accented with a bold yellow scarf. The scarf is a direct nod to the Bob Mackie dress she wore on The Cher Show, and in the campaign film, she pulls at it in a gesture referencing that legendary stage moment. “Pioneering spirit is just going forward and being tough. Pioneers were tough. It’s going and not giving up and being thankful,” Cher says. Her career has spanned music, film, and fashion, and she is one of the few to have won an Emmy, Grammy, Golden Globe, and Oscar.

JENNIE, who has moved from her origins in K-pop to become a global fashion and music figure, wears the black Karakorum jacket and caramel Tibb gilet. She is surrounded by faces from around the world in the campaign images, underscoring her broad influence. “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 says.

Illuminated Moncler sign on store exterior in Amsterdam — Photo: Deerpeter / Wikimedia Commons, CC BY-SA 4.0 (cropped)

Grace Jones, known for her singular approach to music, fashion, and identity, wears the Karakorum jacket in deep purple, a color referencing her collaborations with director Jean-Paul Goude. She is flanked by lookalikes in dramatic makeup, blurring the line between original and icon. “Pioneering spirit is about challenge. I like a challenge that makes me feel like I achieved something that was unachievable,” Jones says. Her career has been defined by a refusal to conform, turning personal style into a statement of empowerment.

The Re/Icons collection itself updates key pieces from Moncler’s history. The Karakorum jacket, originally made for climbers Achille Compagnoni and Lino Lacedelli, is presented in new colors including purple and black. The Verone jacket, known for its connection to the Paninari style, and the Himalaya jacket, first created for Lionel Terray’s Makalu ascent, receive updates such as a cinched waist and a contemporary logo. The Tibb gilet, another Moncler classic, appears in caramel on JENNIE.

This campaign is part of a broader effort by Moncler to build a mythology around its heritage, combining a physical lookbook of archival imagery, a forthcoming feature film with director Daniele Vicari, and its first ready-to-wear line. The casting of Cher, Grace Jones, and JENNIE brings together three generations of cultural pioneers, each known for shaping their respective fields and for their enduring relevance.

The Moncler Re/Icons collection can be found now at select Moncler shops and on the brand’s website. The magazine has also looked at Jay-Z and Moncler’s earlier collaboration.