Moncler this week unveiled its Re/Icons collection with a campaign built around three high-profile figures: Cher, Grace Jones and Blackpink’s Jennie. The rollout leans on the brand’s alpine archives while aiming to bridge generations — a move with clear marketing and cultural implications for luxury outerwear right now.
The capsule revisits historic Moncler silhouettes and reframes them for contemporary buyers, drawing visual cues from vintage images of French mountaineer and early collaborator Lionel Terray. The campaign mixes editorial stills with short film segments, each focusing on one of the featured performers.
How the campaign was made
Photographer and director Gabriel Moses shot the campaign, capturing distinct portraits and short films for each star. The aesthetic nods to archival mountain photography while styling the pieces as ready-to-wear statements rather than museum reproductions.
Moncler positioned the three women as modern trailblazers, emphasizing reinvention and resilience. In statements released with the campaign, each contributor framed the project as an exploration of creative freedom, personal evolution or embracing challenge.
What they wore
- Cher — Re/Icons Himalaya jacket in white and a Verone jacket in black, accessorized with a yellow scarf that references a Bob Mackie scarf-dress. Cher also acknowledged Mackie in a recent post following his death.
- Grace Jones — A deep-purple Karakorum jacket, a color and silhouette that echo her earlier visual collaborations with Jean-Paul Goude.
- Jennie — A black Karakorum jacket paired with a caramel Tibb gilet, combining archival shapes with modern streetwear proportions.
Photographs from the campaign credit Gabriel Moses and Moncler; the brand has released several frames that highlight both close-up portraits and full-length outerwear shots.
Why this matters now
By pairing legacy icons with a current pop star, Moncler is doing more than selling coats: it’s broadening its cultural reach. The cast gives the collection credibility among older luxury consumers while tapping younger, global audiences through Jennie’s K-pop platform.
The strategy speaks to two industry trends: premium labels mining their archives for new product stories, and the increasing value of cross-genre celebrity partnerships to drive awareness quickly across social channels and editorial outlets.
The Re/Icons range is available at selected Moncler boutiques and through the brand’s online store. Campaign films and imagery are being distributed across Moncler’s channels and media partners this week, where they are likely to shape both fashion coverage and social conversation around heritage-driven collections.
