Moncler built its name dressing the people who went first: the climbers and explorers who reached a summit so others could follow. For its new Re/Icons collection, the house goes back to that archive and hands it to three artists it describes as pioneers in their own fields: Cher, JENNIE and Grace Jones.
Announced in Milan on October 15, Re/Icons reworks signature outerwear and accessories from the Moncler archive for a new generation. The campaign was photographed and directed by Gabriel Moses, and its look takes its cue from archival photographs of Lionel Terray, the French alpinist who was one of the brand’s earliest collaborators. Each star is shot in a bold portrait and placed at the center of a crowd, a visual shorthand for standing apart.
Cher
Cher wears the Himalaya jacket in white and the Verone jacket in black, finished with a bright yellow scarf. According to Moncler, the scarf nods to the Bob Mackie scarf dress she wore on The Cher Show; in the campaign film she tugs at it, a wink at that famous reveal, and the dancers around her burst into motion.
“Pioneering spirit is just going forward and being tough,” Cher says in the campaign. “It’s going and not giving up and being thankful.”
JENNIE
JENNIE appears in the Karakorum jacket in black over a caramel Tibb gilet, framed by faces from around the world. Moncler presents her as a global pioneer whose reach now runs well past K-pop into fashion and digital culture.
“My most extraordinary dream is to keep discovering different versions of myself that I haven’t met yet,” she says.
Grace Jones
Grace Jones wears the Karakorum in deep purple, which the brand calls a reference to her celebrated work with director Jean-Paul Goude. She is surrounded by lookalikes in her signature dramatic makeup, so the image plays with the line between the original and the icon she became.
“Pioneering spirit is about challenge,” Jones says. “I like a challenge that makes me feel like I achieved something that was unachievable.”
Where to Find It
Moncler says the Re/Icons collection is available at selected Moncler stores and on moncler.com.
