Cher stars in a new campaign for the Moncler Re/Icons collection, released in October 2026. Credit: Gabriel Moses/Courtesy of Moncler 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.
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“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.
Cher for Moncler Re/Icons Credit: Gabriel Moses/Courtesy of Moncler Cher for Moncler Re/Icons Credit: Gabriel Moses/Courtesy of Moncler Jones for the Moncler Re/Icons wearing a Karakorum jacket in deep purple, a nod to earlier work with director Jean-Paul Goude. Credit: Gabriel Moses/Courtesy of Moncler Jones for Moncler Re/Icons Credit: Gabriel Moses/Courtesy of Moncler Jennie for Moncler Re/Icons wearing a Karakorum jacket in black and Tibb gilet in caramel. Credit: Gabriel Moses/Courtesy of Moncler Jennie for Moncler Re/Icons Credit: Gabriel Moses/Courtesy of Moncler THR Newsletters
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