Moncler Re/Icons Campaign: Outerwear Worn by Cher, JENNIE, and Grace Jones

Since its inception, Moncler has always been at the forefront of new challenges. It has supported the challenges of bold pioneers who explore unknown worlds before anyone else and open new paths for others by providing the necessary equipment.

This pioneering spirit leads to the Moncler Re/Icons collection, which reinterprets iconic designs from the brand's archive through the lens of a new generation. In this campaign, three cultural pioneers who have carved out their own extraordinary paths—Cher, JENNIE, and Grace Jones—participate to convey the pioneering spirit contained in the collection. Through their respective careers, the three artists have constantly taken on new challenges, pushed boundaries, and moved toward higher places. Rather than following pre-determined paths, these three pioneers, who carved out new ways in their own styles, opened paths for others to follow and are leaving a long-lasting legacy that influences future eras.

This campaign was inspired by archival photographs of Lionel Terray, an Alpine pioneer and early collaborator of Moncler. Through intense portraits of the three artists wearing styles that modernly reinterpret Moncler's iconic outerwear and accessories, their presence as those who have carved new paths in their respective fields is clearly revealed.

Cher, a pioneer across genres and generations

Cher said, “Pioneering spirit is to keep moving forward with a strong heart. Pioneers were strong people. Moving forward without giving up, and not forgetting to be grateful.”

Cher has not only overcome numerous adversities to reach the top but has also maintained that position for a long time. Without confining herself to frameworks set by others, Cher has constantly evolved by transforming into new versions of herself, freely crossing the boundaries of music, film, and fashion to lead global style and stand at the center of popular culture. Furthermore, she connects the past and future, iconic legacy and modern sensibility, showing timeless innovation and uncompromising authenticity.

Cher is an artist who has won an Emmy Award, Grammy Award, Golden Globe Award, and Academy Award, which symbolizes her dazzling achievements and her pioneering spirit of leading the way rather than following others. Cher's pioneering spirit transcends age, limits, and boundaries, connecting multiple generations through the shared values of bold and authentic self-expression.

Cher's pioneering spirit, which has carved out new paths by leading rather than following others, transcends age, limits, and boundaries, connecting multiple generations through the shared values of bold and authentic self-expression.

In the campaign, Cher wears a white Moncler Re Himalaya jacket and a black Verone jacket, adding a point to her style with a bold yellow scarf. This scarf is reminiscent of the iconic Bob Mackie scarf dress that Cher wore in the past on ‘The Cher Show’. In the Re/Icons campaign film, Cher recreates a legendary scene from the show at that time with a playful motion of pulling the scarf, leading the movements of the surrounding dancers and breathing dynamic energy into the entire scene.

JENNIE, pioneering a wider world

JENNIE said, “My most special dream is to continue discovering new versions of myself that I haven't met yet. To create freely, accumulate new experiences, and dream bigger dreams.”

Beyond her starting point in K-pop, JENNIE has established herself as a global icon and influential figure representing a new generation. As an artist who carves new paths and possesses unrivaled creativity, JENNIE is expanding her influence by freely moving between music, high fashion, and the digital world. She leads global style across borders and redefines the possibilities of self-expression. JENNIE is becoming a new standard and a source of inspiration for various generations around the world who respect individuality and pursue their own identity. Showing her aspect as a global pioneer of a new era, JENNIE creates a wider world without boundaries between art, creativity, and identity.

In the campaign, JENNIE wears a black Moncler Re Karakorum jacket and a caramel-colored Tibb vest, appearing among various people gathered from all over the world. JENNIE's appearance, showing an unrivaled presence even amidst a constantly moving massive crowd, symbolically demonstrates her wide-ranging influence and unrivaled status as a cultural pioneer across the world.

Grace Jones, pioneering the power of identity

Grace Jones said, “Pioneering spirit is to challenge. I like challenges that make me feel the sense of achievement of having done something I thought was impossible.”

Grace Jones is a unique presence; as an icon and an innovator who broke existing conventions, he has sublimated his image into an avant-garde work of art, breaking stereotypes regarding music, fashion, race, and gender, and pioneering new sounds, images, and ways of being. Having steadfastly maintained her own identity, Grace Jones used her unique style as a weapon to protect herself and developed creative energy into a powerful force for self-expression, redefining the possibilities and boundaries of being an icon. Possessing bold, extraordinary, and incomparable originality, she has opened new possibilities for those who choose their own paths.

In the campaign, Grace Jones wears a deep purple Moncler Re Karakorum jacket. This vividly evokes her iconic work presented together with Jean-Paul Goude. Appearing among people recreating her characteristic dramatic makeup, she intensely reveals her long-standing influence by breaking the boundaries between the original and the icon, and the past and the present.

This campaign, which was photographed and directed by Gabriel Moses, places each artist at the center of the crowd to clearly reveal their presence and intensely express individual originality. Inspired by the journey, legacy, and unrivaled presence of the three artists, Gabriel Moses completed cinematic portraits that combine strength, elegance, and originality. Within three different worlds, Cher, JENNIE, and Grace Jones show themselves as pioneers who have carved their own paths rather than following pre-determined ones.

The Moncler Re/Icons collection is currently available at select Moncler stores and the official online store (moncler.com).

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