Moncler Re/Icons Campaign Features Cher, JENNIE and Grace Jones, Now Selling in New York and Online

Moncler has unveiled the latest campaign for Re/Icons, its line that takes standout styles from the brand's archives and reimagines them for a new generation. The faces are three artists the house calls cultural pioneers: Cher, JENNIE and Grace Jones. The imagery is inspired by archival photographs of Lionel Terray, an alpine climber and early Moncler collaborator, and shows each star in bold portraits wearing reworked outerwear and accessories.

Gabriel Moses photographed and directed the campaign. His idea was to put each icon at the center of a crowd, as a statement about individuality, and to build a cinematic portrait around each one's story and presence. Across three separate worlds, the pieces cast the trio as people who forged their own paths.

Cher wears the Himalaya jacket in white and the Verone jacket in black, with a bold yellow scarf that recalls the Bob Mackie scarf dress from The Cher Show. In the Re/Icons film she pulls the scarf, a playful nod to that show's famous reveal, and the dancers around her burst into motion. Moncler's Instagram has also posted behind-the-scenes footage of her on set.

JENNIE appears in the black Karakorum jacket and a caramel Tibb gilet, surrounded by faces from around the world. Moncler frames her as a global figure whose reach runs from K-pop through music, high fashion and digital world-building, and the crowd setting is meant to reflect that. Grace Jones wears the Karakorum in deep purple, a reference to her work with director Jean-Paul Goude. She is flanked by lookalikes in her signature dramatic makeup, which blurs the line between original and icon.

Highsnobiety reports that the Himalaya dates to around 2009, the Verone to the 1980s and the Karakorum to 1954. It also notes that Re/Icons has expanded this year with a first ready-to-wear line, a physical lookbook and a planned feature film with director Daniele Vicari. Complex says the four updated designs draw on archive styles from the 1950s through 2009.

The Re/Icons collection is available now at selected Moncler stores and on moncler.com.