Moncler unveils the Re/Icons campaign, a contemporary reinterpretation of key styles from the Maison’s archive. Fronted by Cher, JENNIE and Grace Jones, the campaign celebrates three women who have forged their own paths, embodying the pioneering spirit that has defined Moncler since its beginnings, when the brand outfitted explorers on early mountaineering expeditions.
The visual reference is the archival photography of Lionel Terray, mountaineer and one of Moncler’s earliest collaborators. Inspired by these images, Gabriel Moses directs and photographs a series of portraits, placing each protagonist at the center of a crowd. The contrast highlights their individuality and distinct presence, with each wearing some of the collection’s most iconic pieces.
Cher wears the white Himalaya down jacket and black Verone, paired with a yellow scarf that recalls the Bob Mackie look she wore in The Cher Show. “Pioneering spirit is just going forward and being tough.”
JENNIE chooses the black Karakorum and caramel Tibb vest, surrounded by faces from across the world. “My most extraordinary dream is to keep discovering different versions of myself that I haven’t met yet.”
Grace Jones wears the deep purple Karakorum, a tribute to her collaboration with Jean-Paul Goude, and is surrounded by lookalikes wearing her signature makeup. “Pioneering spirit is about challenge.”
