Moncler minted a trio of icons by drafting Cher, Grace Jones and Jennie to star in a new campaign to promote the luxury fashion house’s new Re/Icons collection.
The range, which debuted this week, pulls styles from Moncler’s archives and reimagines the pieces for a new generation in a campaign that has more ties to the brand’s history as it was inspired by archival photography of early Moncler collaborator Lionel Terray, a French mountain climber.
But beyond icon status, Moncler praises its three leading ladies as pioneers. In a preview clip of the campaign, Moncler states, “Pioneers: Those first to explore, so that others can follow,” and that spirit flows through the launch announcement.
“Pioneering spirit is just going forward and being tough. Pioneers were tough. It’s going and not giving up and being thankful,” said Cher in a statement. “My most extraordinary dream is to keep discovering different versions of myself that I haven’t met yet,” offered Jennie, who rose to superstar status as one of the members of Blackpink. “To keep creating freely, experiencing new things, and never stop dreaming bigger.” Added Jones: “Pioneering spirit is about challenge. I like a challenge that makes me feel like I achieved something that was unachievable.”
Gabriel Moses photographed and directed the campaign, which features still photographs and a film focused on Cher, Jennie and Jones separately.
In her portion, Cher wears a Moncler Re/Icons Himalaya jacket in white and Verone jacket in black, paired with a yellow scarf that is meant to pay tribute to a Bob Mackie scarf dress she wore on The Cher Show. In the Re/Icons clip, Cher tugs at the scarf in a playful reference to the show. The reveal comes a little more than a month after the famed costume designer passed away at 87. “My dear Bob has gone up to heaven. Knowing him, he’s bringing Sequins, Beads, & his sketch pad. Good nite sweet Prince,” Cher posted that week.
The Moncler Re/Icons collection is available at select Moncler stores and online. See more of Cher, Jones and Jennie below.
