Moncler’s Dream Alpine Rotation? Cher, Grace Jones, and JENNIE

Moncler’s Re/Icons line was already doing the most this year. Not content to stick to the usual routine of modern spins on classic jackets from decades past, it expanded into its first-ever ready-to-wear line (titanium-and-leather sunglasses included), released a physical lookbook stacked with archival imagery, and even announced plans to work on a feature film with director Daniele Vicari. 

Then came Cher… and Grace Jones… and JENNIE.

To say the 2026 Re/Icons campaign leaned into the “icons” bit undersells this megawatt triple bill. Moncler knows its way around a superstar photoshoot, but this feels especially major (though maybe it's because this is a dream diva rotation for a certain kind of millennial gay man). Shot by Gabriel Moses, the campaign is inspired by old images of mountaineer Lionel Terray, one of the many outdoor pioneers Moncler has outfitted over the decades. 

The ads place each star at the center of a crowd in the revamped jackets. Cher wears the 2009-era Himalaya and the ’80s Verone. Grace Jones wears a purple take on the 1954 Karakorum. JENNIE wears a black Karakorum and a caramel Tibb gilet.

Strong photos aside, the casting is smart. A heritage line like Re/Icons is functionally a test of whether a 70-year-old jacket can still matter, so it helps to cast women who’ve made a career out of staying relevant. Cher and Grace Jones are living legends who’ve outlasted every trend cycle; JENNIE is the young star power. Three icons for three generations of fans.

The campaign isn’t just an excuse to put divas in puffers, though that is fun. This chapter of Re/Icons is really an exercise in worldbuilding. Between the film, lookbook, apparel range, and now this cast of legends, the mountaineering-gear-turned-luxury label isn’t just reissuing jackets. It’s building a mythology around them. 

Very “what the hell, sure” of the brand, yet this kind of all-in approach doesn’t feel like cocksure self-aggrandizement. The label has a mountain-sized reputation for good reason; you don’t reach the proverbial peak of the outerwear industry without top-tier clothes that keep people coming back. And once you’re at the top, the smart move is to make sure the summit is stacked with reasons to stick around.

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