Moncler Re/Icons Casts Cher, Jennie and Grace Jones as Pioneers of Individuality
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By PAGE Editor
Fashion’s relationship with heritage is often defined by what it chooses to preserve. For Moncler, the more compelling question is how that heritage can continue to evolve. With its latest Re/Icons campaign, the luxury outerwear house brings together Cher, JENNIE and Grace Jones, three women whose careers have challenged convention and expanded the boundaries of music, fashion and self-expression.
Introduced on October 15, 2026, the campaign revisits signature silhouettes from Moncler’s archives, reinterpreting them for a generation that understands personal style as both a cultural statement and an extension of identity. The result is a study in individuality, positioning the brand’s alpine foundations alongside the legacies of three cultural pioneers who have consistently resisted the expectations placed upon them.
Founded in 1952 in Monestier-de-Clermont, France, Moncler built its reputation around mountain apparel designed for demanding environments. Over time, that functional foundation has developed into a broader creative platform, where technical outerwear intersects with luxury, art and cultural exchange. Re/Icons draws on that history without treating the archive as a static reference point. Instead, it considers how familiar designs can acquire new meaning through the people who wear them.
Inspired by archival photographs of alpine pioneer and early Moncler collaborator Lionel Terray, the campaign was photographed and directed by Gabriel Moses. Through striking portraits and cinematic imagery, Moses places each woman at the center of her own visual world, using the relationship between the individual and the crowd to explore what it means to lead rather than follow.
Cher: Reinvention Without Limits
Few entertainers have demonstrated the longevity of cultural reinvention quite like Cher. Across music, film and fashion, she has repeatedly moved beyond the limits of a single identity, building a career that spans generations while maintaining an unmistakable point of view.
“Pioneering spirit is just going forward and being tough,” Cher says. “Pioneers were tough. It’s going and not giving up and being thankful.”
Her perspective reflects a career shaped by persistence as much as transformation. An Emmy, Grammy, Golden Globe and Academy Award winner, Cher has moved between creative disciplines without surrendering the individuality that made her a cultural force in the first place. Her influence extends beyond entertainment, informing conversations about personal expression, performance and the freedom to evolve on one's own terms.
For Re/Icons, she wears the Himalaya jacket in white and the Verone jacket in black, complemented by a bold yellow scarf that recalls the Bob Mackie scarf dress she wore on The Cher Show. In the campaign film, a playful pull at the scarf references the show's legendary reveal, setting the dancers around her into motion. The moment connects fashion history with performance, underscoring Cher's ability to turn an image into an enduring cultural reference.
JENNIE: A Borderless Vision of Creativity
For JENNIE, pioneering means looking beyond the person she is today. “My most extraordinary dream is to keep discovering different versions of myself that I haven't met yet,” she says. “To keep creating freely, experiencing new things, and never stop dreaming bigger.”
That ambition speaks to an era in which creative influence moves fluidly across music, fashion and digital culture. First recognized globally through K-pop, JENNIE has developed a distinct identity that extends beyond the music industry, positioning her as a leading figure in contemporary style and a reference point for audiences navigating increasingly borderless cultural spaces.
Her influence reflects a generation less interested in maintaining rigid distinctions between creative disciplines than in exploring how those disciplines can inform one another. Fashion becomes a means of self-definition, music becomes a vehicle for visual storytelling, and digital platforms expand the reach of both.
JENNIE wears the Re/Icons Karakorum jacket in black and the Tibb gilet in caramel. Surrounded by faces from around the world, she appears as a singular presence within a constantly shifting crowd. The composition reinforces the campaign's central idea: individuality does not require isolation. Rather, personal identity can become more powerful when it exists within a wider, interconnected world.
Grace Jones: The Art of Being Unmistakably Yourself
Grace Jones has spent decades challenging the conventions that govern how an artist should look, sound and move through the world. Her influence spans music, fashion, performance and visual art, with an image that has consistently disrupted expectations surrounding race, gender and celebrity.
“Pioneering spirit is about challenge,” Jones says. “I like a challenge that makes me feel like I achieved something that was unachievable.”
Her career offers a particularly striking interpretation of the Re/Icons concept. Jones did not simply participate in fashion's evolution; she helped expand its visual vocabulary. Through her collaborations with photographer and director Jean-Paul Goude, her sculptural silhouettes, dramatic makeup and deliberate approach to image-making transformed personal style into an artistic language of its own.
For the campaign, Jones wears the Karakorum jacket in deep purple, a vivid reference to her celebrated visual collaborations with Goude. She is flanked by lookalikes wearing her signature dramatic makeup, creating a deliberate tension between the original and its reflections. The imagery blurs the boundaries between past and present, turning her enduring influence into a visual conversation about identity, imitation and originality.
Where Cher represents the power of reinvention and JENNIE embodies the possibilities of a borderless creative future, Jones stands as a reminder that individuality can be most influential when it refuses to conform.
Reinterpreting Heritage Through Culture
Across the three portraits, Moncler positions its archive as a living resource rather than a collection of designs confined to the past. The Himalaya, Verone, Karakorum and Tibb styles become part of a broader narrative in which clothing connects personal history with contemporary expression.
The campaign's casting is central to that approach. Cher, JENNIE and Jones represent different generations, creative disciplines and cultural contexts, yet each has built a lasting legacy by defining herself rather than accepting a predetermined role. Their presence gives the Re/Icons collection a cultural dimension that extends beyond the garments themselves.
Moses' direction reinforces this idea through a cinematic visual language that places each icon in sharp relief against the people surrounding her. Across three distinct worlds, the campaign explores the tension between individuality and collective influence, suggesting that pioneers are not simply recognized for where they have been, but for the possibilities they create for others.
For Moncler, that perspective offers a contemporary interpretation of its own history. A brand shaped by the demands of the mountains now draws a parallel between physical ascent and cultural ambition, connecting the spirit of exploration with the courage to challenge established boundaries.
The Moncler Re/Icons collection is available now at selected Moncler stores and on moncler.com. By bringing together three women whose influence continues to cross generations, the house makes a case for heritage as something that gains relevance through reinterpretation—and for pioneering spirit as the willingness to keep moving forward without a predetermined destination.
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