Moncler Re/Icons Campaign Casts Cher, JENNIE and Grace Jones as Pioneers; Sold Online and in Select Stores

Moncler has introduced Re/Icons, a collection that takes iconic styles from its archives and reimagines them for a new generation. It is available now on moncler.com and at selected Moncler stores.

The campaign is built around three people the brand calls cultural pioneers: Cher, JENNIE and Grace Jones. Its imagery draws on archival photographs of Lionel Terray, an alpine pioneer and early Moncler collaborator, and presents each star in bold portraits wearing reworked outerwear and accessories.

Cher appears in the white Himalaya jacket and the black Verone jacket, finished with a bold yellow scarf that recalls the Bob Mackie scarf dress from The Cher Show. In the campaign film she pulls at the scarf, a playful nod to that show's famous reveal, and the dancers around her burst into motion.

JENNIE wears the black Karakorum jacket and the caramel Tibb gilet, surrounded by faces from around the world. Set against that ever-moving crowd, she stands out as a singular figure, reflecting her global reach.

Grace Jones wears the Karakorum jacket in deep purple, a vivid reference to her work with director Jean-Paul Goude. Flanked by lookalikes in her signature dramatic makeup, she blurs the line between original and icon.

Gabriel Moses photographed and directed the campaign, placing each of the three at the center of a crowd as an expression of individuality. For New Yorkers shopping for winter outerwear, the collection can be browsed on the brand's website.