Moncler brings together three music legends for the Re/Icons campaign From the summit to the stage

For Moncler, the mountains were a starting point even before they were a source of inspiration. The brand was born to dress those who were blazing new trails at altitude, and today it revisits that history with Re/Icons, a collection that takes iconic pieces from the archive and brings them back to life for a new audience. Serving as ambassadors are three women who have built their careers off the beaten path: Cher, JENNIE, and Grace Jones. The underlying idea is to draw a parallel: just as mountaineers who were the first to go where no one had been before, these three artists have forged paths in music, fashion, and public image that others have since followed.

The campaign's visual reference comes from the past: archival photographs of Lionel Terray, a mountaineer and the brand's first collaborator. His portraits, spare and direct, become the template for a series of shots in which the protagonists wear reimagined versions of historic pieces and the most recognizable accessories. Photography and direction this time are handled by Gabriel Moses, who builds the project around a recurring image: each protagonist is surrounded by a multitude, yet remains the only one to stand out. These are three distinct worlds sharing the same logic, and the result is a cinematic portrait that celebrates uniqueness by placing it in contrast with the crowd.

Three icons, reimagined

Cher is the trio's living memory. Her career spans music, film, and fashion without any one of those worlds ever fully defining her. In the campaign she wears the white Himalaya puffer and the black Verone, paired with a yellow scarf that recalls the famous scarf dress designed by Bob Mackie and worn in The Cher Show. In the film, Cher pulls at that fabric as in the show's iconic "reveal," and with that gesture sets the dancers around her in motion, turning the scene into an explosion of energy.

If Cher represents longevity, JENNIE represents expansion. Starting out in K-pop, she has become a global figure whose influence moves seamlessly from music to high fashion to digital worlds. For a generation that recognizes no geographical or cultural boundaries, she is a model of individuality. She herself speaks of the dream of discovering still-unknown versions of herself, creating freely and always reaching higher. In the campaign she is seen wearing the black Karakorum puffer and the caramel-colored Tibb vest, surrounded by faces from every corner of the world.

Finally, Grace Jones is the most radical of the three. She has treated her own image as a work of avant-garde art, challenging every kind of convention. Style, for her, is both armor and a means of expression, and her journey has opened up space for those who refused to conform. In the campaign she wears the Karakorum in deep violet, a chromatic nod to her collaboration with director Jean-Paul Goude, which has defined her iconography. Around her appear lookalikes wearing her signature stage makeup, and the play of mirrors blurs the boundary between the original and the icon, between past and present.

In this way, the project holds together three elements: an archive of garments born for the mountains, three unconventional life paths, and a directorial vision that places the individual at the center of the group. The prefix "Re" in the name signals that this is not about nostalgia, but about a reinterpretation that uses historical heritage to speak to new generations. Cher's longevity, JENNIE's global reach, and Grace Jones's radical autonomy are therefore all facets that characterize Moncler itself — a brand for which blazing a trail still means going where no one has gone before, whether that is a mountain summit or a stage.