Exclusive: Jennie Is Moncler’s New Re/Icons Campaign Star

It’s been a decade since Blackpink debuted, and just a few months since Jennie released her solo EP Fallen Angel. Along with that, the K-pop star has become a favorite fixture of the fashion world, leading campaigns, sitting front row, and wearing a mix of glitzy slip dresses, sporty tracksuits, and, recently, angelic looks that play a key role in the storytelling of her new album. No matter what she wears, it gets the people (and fans) talking. So, it’s no surprise that Moncler has cast the fast-ascending star as one of the faces of its new mountain-explorer-themed Re/Icons campaign.

The campaign is pegged to Moncler’s archival revival of the Karakorum, Verone, Himalaya, and Tibb styles, dating back as far as the 1950s. Creatively driven by vintage photographs of alpine pioneer and early Moncler collaborator Lionel Terray, it’s a dark and dramatic look influenced by the tagline “Pioneers in Moncler with Extraordinary Dreams.”

In the campaign, Jennie is decked out in the Karakorum jacket in black (first created for Italian explorers who ascended K2, the second-highest mountain on Earth, in 1952) and the Tibb vest in caramel (originally designed in the 1980s as a functional, oversize workhorse); both are now transformed with new takes like glossy finishes or reversible features. She’s surrounded by faces from around the world, as a nod to her global reach. In other images, Moncler features the legends Grace Jones and Cher.

The new collection debuting in the campaign also includes silk-twill foulards, titanium and leather sunglasses inspired by vintage goggles, windbreakers, T-shirts, pants, and skirts. Ahead of the launch, ELLE exclusively caught up with Jennie to chat personal style, fashion memories, and more.

What does it mean to be a pioneer?

To me, being a pioneer means trusting your own instincts and being willing to take a path that might not already exist. It’s not always about being the first, but having the courage to do things in your own way and hopefully inspiring others to do the same.

What is your favorite way to style a winter coat?

I love when a coat becomes the whole look. In the winter, I tend to keep everything underneath pretty simple and let the coat speak for itself.

What has been inspiring you lately?

I’ve been inspired by a lot of different things lately, especially traveling, films, photography, and the people around me. I think I’m in a phase where I’m trying to notice the smaller things more.

What is your earliest fashion memory?

I remember always being curious about clothes and how differently I could put things together. Even when I was young, getting dressed felt like a way of expressing whatever mood I was in. I think that curiosity has stayed with me.

How would you describe your personal style in your own words?

My style changes a lot depending on my mood. Some days I want to be very feminine, other days I want something effortless and simple. I don’t really like putting myself into one category. I love looking back at different eras and taking inspiration from women who had a very distinct sense of self. For me, it’s more about that confidence than recreating a specific person’s style.

What fashion advice would you give to your fans?

Wear what makes you feel most like yourself! Trends are fun to play with, but I think personal style becomes much more interesting when you stop worrying about whether something is “right” and just enjoy it.

This interview has been edited and condensed for clarity.

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