MILAN — Moncler has turned to Cher, Jennie and Grace Jones, characterized as “three cultural pioneers,” to front the Re/Icons campaign and redefine what it means to be a pioneer.
This reflects the brand’s history, “equipping the world’s most intrepid pioneers,” as it did in 1954 for the historic Italian expedition that achieved the first successful ascent of K2, the world’s second-highest mountain.
“I have always believed that true pioneers are those who see possibilities where others see limits. Since the beginning, Moncler has been inspired by people who chose their own path, driven by courage and a constant desire to push beyond boundaries,” Moncler Group executive chairman Remo Ruffini told WWD exclusively.
“Cher, Jennie and Grace Jones each embody this spirit in their own way. They have never simply reflected culture; they have helped shape it,” he said. “Through Re/Icons, we celebrate this pioneering attitude and reaffirm something that has always been true for Moncler: who we are is not defined just by the past, but by what we choose to build for the future.”
Moncler highlighted the trailblazing careers and unique legacies of these artists. Inspired by archival photographs of alpine pioneer and early Moncler collaborator Lionel Terray, each is captured in bold portraits wearing reimagined versions of signature Moncler outerwear and accessories.
“Pioneering spirit is just going forward and being tough,” Cher said. “Pioneers were tough. It’s going and not giving up and being thankful,” said the Emmy, Grammy, Golden Globe and Oscar winner. In the campaign, she wears the Moncler Re/Icons Himalaya jacket in white and Verone jacket in black, punctuated by a bold yellow scarf that recalls the Bob Mackie scarf dress she wore on “The Cher Show.” In the Re/Icons film, she pulls at the scarf in a playful reference to the show’s legendary reveal, setting the dancers around her into motion.
“Pioneering spirit is about challenge,” Jones said. “I like a challenge that makes me feel like I achieved something that was unachievable.”
She wears the Moncler Re/Icons Karakorum jacket in deep purple, a vivid reference to her work with director Jean-Paul Goude, and is flanked by lookalikes in her signature dramatic makeup.
“My most extraordinary dream is to keep discovering different versions of myself that I haven’t met yet, Jennie said. “To keep creating freely, experiencing new things and never stop dreaming bigger.”
The South Korean singer, rapper, songwriter and actress, who rose to prominence as a member of the South Korean girl group Blackpink, wears the Moncler Re/Icons Karakorum jacket in black and Tibb gilet in caramel, surrounded by faces from around the world.
Photographed and directed by Gabriel Moses, the campaign brings each icon into sharp focus, placing them at the center of a crowd as a powerful expression of individuality.
As reported, Moncler reprised its Re/Icons project that celebrates archival pieces, first introduced in 2023, adding a comprehensive ready-to-wear collection — a first for the initiative. It is now available at select Moncler stores and on moncler.com.
The brand reinterpreted the Karakorum, Verone, Himalaya and Tibb jackets, paying tribute to its history, alpine culture and commitment to outfitting expeditions.
The full-look collection includes windbreakers, T-shirts, pants and skirts, and is completed by beanies and balaclavas, silk-twill foulards and titanium and leather sunglasses inspired by vintage climbing goggles.
Moncler was founded in 1952 in Monestier-de-Clermont, and the mountains are not only the brand’s physical birthplace, but are also symbolic of its goal to aim higher, Ruffini has often said.