Moncler Re/Icons Puts Cher, JENNIE and Grace Jones Center Stage

The Moncler Re/Icons campaign has handed the brand's archive to three living legends. Unveiled in October 2026, the project brings Cher, JENNIE and Grace Jones together in a single project that pairs generation-spanning star power with outerwear drawn from the label's mountaineering past. According to Moncler's announcement on Business Wire, the collection reworks four iconic jackets — the Karakorum, Verone, Himalaya and Tibb — in lighter materials and tonal color, and it is available now at selected Moncler stores and on moncler.com.

The campaign is photographed and directed by Gabriel Moses, who places each woman at the center of a crowd as a portrait of individuality, drawing on her story, legacy and presence. The brand frames all three as pioneers who never followed the path laid out before them, but forged their own. The release quotes Moncler's description of each star moving mountains and reaching for higher peaks across careers that have bent music, film and fashion around them.

Cher appears in the white Himalaya jacket and the black Verone, punctuated by a bold yellow scarf that recalls the Bob Mackie scarf dress she wore on her old television show. In the campaign film, she tugs the scarf in a playful reference to that program's legendary reveal, setting the dancers around her into motion. Grace Jones wears the Karakorum in deep purple, a vivid nod to her iconic work with director Jean-Paul Goude, flanked by lookalikes in her signature dramatic makeup. JENNIE wears the black Karakorum and a caramel Tibb gilet, surrounded by faces from around the world — an image the brand says reflects her global reach as a cultural pioneer.

The statements that accompany the portraits are brief and personal. "Pioneering spirit is about challenge," Jones says, "I like a challenge that makes me feel like I achieved something that was unachievable." Cher frames the same idea in her own plain terms, as moving forward with toughness, refusing to give up, and staying grateful. JENNIE describes her most extraordinary dream as discovering versions of herself she has not met yet — and says she intends to keep creating freely and never stop dreaming bigger.

From a 1954 K2 ascent to the modern closet

The heritage behind the clothes is unusually concrete for a luxury campaign. Moncler made the Karakorum in 1954 for the members of the Italian expedition who completed the first ascent of K2, the world's second-highest summit. The original was raw cotton filled with down, built for extremes. For the 2026 rebuild, the jacket switches to a glossy 10-denier micro ripstop, cut in a rounded, enveloping shape that stays light, according to fashion press coverage of the drop. It keeps the practical features that made the original: a double snap-button front, a removable hood, a drawstring coulisse and internal shoulder straps that let the jacket be carried like a backpack.

The other three jackets carry their own timelines. The French climber who wore Moncler on his first ascent of Makalu in the mid-fifties inspired the short down jacket that became the Himalaya. In 1980s Milan, the paninari youth movement gathered around grab-and-go sandwich shops adopted the puffer as a uniform, and the Verone became a cultural emblem. The Tibb, an oversized gilet with boudin quilting, belongs to the same decade. As Mr Porter's journal notes, every jacket in the 2026 set shares new archive-inspired details, including an interior label reproducing Vittorio Sella's 1909 photograph of the mountain, and metal pocket logos borrowed from the souvenir pins once collected in alpine towns.

Why this casting lands now

The Moncler Re/Icons lineup is deliberately cross-generational. At eighty, Cher remains a touring-scale icon whose fashion reputation still moves headlines; Grace Jones, both icon and iconoclast, turned her image into a force that dismantled conventions of music, fashion and identity. And then there is JENNIE, the BLACKPINK star Moncler presents as a defining voice of a new generation. As Korean fashion press KStar Fashion notes, the brand calls her a global icon beyond K-pop whose influence moves across music, high fashion and digital culture — a blueprint of individuality for a borderless audience. Pairing her with two towering figures of pop history gives Moncler reach into the demographic that now drives luxury's cultural conversation.

The message from the top of the house is that the casting is about values, not just faces. "I have always believed that true pioneers are those who see possibilities where others see limits," executive chairman Remo Ruffini told Women's Wear Daily, adding that the three stars have never simply reflected culture but helped shape it. Luxury houses have been stacking generational icons in single campaigns for years — from fashion film casting that crosses decades to anniversary shows packed with legacy names — but the Moncler Re/Icons casting has a structural logic: the jackets were literally made for pioneers first, and the faces are being asked to carry that meaning forward. Read more about how the industry's creative guard is shifting in our piece on Kim Jones starting over and what it means for luxury.

The tougher room: heritage, priced for the faithful

A campaign this polished still lands in a skeptical market. Fashion trade analysis has been blunt about the state of the sector: FashionUnited's assessment of 2025 argues that the social contract between luxury houses and customers has begun to fray after years of price inflation, with leading brands estimated to have raised prices on core leather goods by fifty to seventy percent between 2019 and 2024, according to HSBC and Bernstein analyses — far beyond the rise in manufacturing labour costs in the same period. Separate reporting cites Bain estimates that the number of active luxury customers fell from roughly four hundred million in 2022 to around three hundred and thirty million in 2025. The industry is grappling with the slowdown too, as covered in our report on China's gloom deepening the luxury sales slump at LVMH.

Moncler is not the target of those critiques, but it operates in the same climate. The Moncler Re/Icons project is a yearly commitment — the chairman has said the brand plans to celebrate a different iconic style from its history each year — and its success will be measured less by campaign gloss than by whether the reworked jackets earn their prices in the eyes of shoppers who now scrutinize value more carefully. Still, the concept itself has one thing working in its favor: unlike an invented anniversary, the Karakorum's summit story is documented fact, stitched into an actual expedition. In a season of heritage marketing, a jacket that was there first has an advantage no stylist can fake.