Moncler is looking to its archives for its latest release, bringing together Cher, JENNIE and Grace Jones to front its new Re/Icons campaign.
Shot and directed by British photographer Gabriel Moses, the project celebrates three generations of cultural influence, with each artist wearing updated versions of some of the Italian luxury brand's most recognisable outerwear.
The collection revisits Moncler's mountaineering heritage, taking inspiration from archival photographs of alpine explorer Lionel Terray, one of the brand's earliest collaborators. Classic jackets and accessories have been reworked for a contemporary audience, with the campaign connecting Moncler's history of exploration to three artists who have each challenged conventions throughout their careers.
Cher appears in a white Himalaya jacket and black Verone jacket, styled with a striking yellow scarf that references her famous Bob Mackie-designed outfit from 'The Cher Show'. In the accompanying campaign film, the singer recreates elements of the original performance, using the scarf to set a group of surrounding dancers into motion.
Meanwhile, BLACKPINK's JENNIE wears a black Karakorum jacket alongside a caramel-coloured Tibb gilet. Surrounded by a moving crowd of faces from across the world, the South Korean artist takes centre stage in a scene that reflects her influence across music, fashion and global pop culture.
Grace Jones completes the line-up in a deep purple Karakorum jacket, with the styling drawing inspiration from her longstanding creative relationship with photographer and director Jean-Paul Goude. Appearing alongside a group of lookalikes wearing her signature dramatic makeup, Jones delivers a visual nod to the distinctive image that has defined her career.
Across the campaign, Moses places each artist at the centre of a crowd, using contrasting environments and cinematic compositions to explore individuality and cultural influence. The result connects Moncler's technical outerwear roots with the worlds of music, performance and fashion.
The Moncler Re/Icons collection is available now at selected Moncler stores and via the brand's official website.
