Moncler's Re/Icons stars Cher, Grace Jones and JENNIE in revamped archive jackets

Moncler is casting the biggest names it can find for Re/Icons, and the 2026 campaign delivers a triple bill that earns the collection its title. Cher, Grace Jones and JENNIE all front the new chapter, each photographed at the center of a crowd in a revamped archive puffer.

Shot by Gabriel Moses, the campaign draws on old images of mountaineer Lionel Terray, one of the many outdoor pioneers Moncler has outfitted across seven decades. The brand has always traded on that expedition history while selling a puffer as a city uniform and a luxury object.

Cher wears the 2009-era Himalaya and the eighties Verone. Grace Jones appears in a purple take on the 1954 Karakorum. JENNIE is photographed in a black Karakorum and a caramel Tibb gilet. Each piece is a modern reworking of a jacket from the archive rather than a straight reissue.

Re/Icons has been busy all year. It expanded into its first ready-to-wear line, titanium-and-leather sunglasses included, released a physical lookbook stacked with archival imagery, and announced a feature film with director Daniele Vicari. The campaign is the latest layer in that same push.

The casting is the smart part. A heritage line like Re/Icons is functionally a test of whether a seventy-year-old jacket still matters, so it helps to put the pieces on women who have made a career out of staying relevant. Cher and Grace Jones are living legends who have outlasted every trend cycle.

Three icons for three generations

JENNIE supplies the younger counterweight. Where Cher and Jones carry decades of reinvention, the Blackpink star brings the audience that will decide whether these jackets stay in rotation for another half century. Three icons, three generations of fans, one rotation of puffers.

Purple is the statement piece in the range. Grace Jones in the purple Karakorum is the image the campaign will be remembered for, and it marks a departure from the muted alpine palette Moncler usually keeps close. The 1954 original was built for a K2 expedition and now reads as pop.

Cher's double turn is the other anchor. Giving her both the Himalaya and the Verone means the two jackets that defined Moncler's run from the eighties into the 2000s are carried by the same woman, almost four decades apart in the archive.

The Himalaya dates to 2009, an era when Moncler had already pivoted hard from expedition gear into the quilted city jacket that made it a fashion name. The Verone is an eighties cut, chunkier and closer to the alpine origins that still run through the brand's identity.

This chapter of Re/Icons is an exercise in worldbuilding as much as product. Between the film, the lookbook, the apparel range and now this cast, the label is not merely reissuing jackets. It is constructing a mythology around them, a summit stacked with reasons to keep coming back.

We have covered Moncler the label before, and the brand page we keep notes the same arc the campaign leans on: alpine expedition kit from 1952 that became a city uniform and turned the puffer into a luxury object. The Re/Icons casting is a continuation of that story, not a break from it.

The campaign itself is a departure from this publication's usual coverage terrain in one respect. Where we have followed collaborations like Loewe's performance wear with On or Byredo's glass-and-scent launch with Iittala, Moncler is working alone here, leaning entirely on the weight of three names and its own archive.

That solo approach suits the line. Re/Icons is about Moncler's own history, and bringing in a collaborator would dilute the point. The jackets themselves are the inheritance, and the campaign frames them as pieces of a legend worth handing down.

What the campaign is not, despite the wattage, is a pivot away from the clothes. The stars are photographed inside the jackets, surrounded by crowds, rather than styled as if the jacket were incidental. The garment stays at the center of the frame.

The film with Daniele Vicari is the piece to watch next. Moncler has announced the feature, and the Re/Icons worldbuilding now has a visual language and a cast to match the archive photography that filled the physical lookbook. It is the same mythology, moving onto a screen.

Buyers will read the campaign the same way they read every Re/Icons drop: as a signal of which archive pieces the brand intends to keep alive. The Himalaya, the Verone, the Karakorum and the Tibb gilet are now the jackets with a face attached, and that face sells for seasons.

Moncler has not yet detailed which of the four styles reach stores, at what price, or in which colorways beyond the ones worn in the images. The purple Karakorum is the obvious object of desire, but the brand has stayed quiet on availability, leaving the campaign to do the talking.

The collection's timing fits the season. As the alpine label moves into cold-weather selling, a cast of divas in puffers lands exactly when the market is buying outdoor layers.