Moncler Launches Re/Icons Campaign With Pop Legends
The luxury fashion brand enlists Cher, JENNIE, and Grace Jones to showcase its new archive-inspired collection.
Updated on Oct. 15, 2026 in Fashion
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Moncler has officially unveiled its Re/Icons collection, a project that reinterprets classic archival pieces for a new generation. The campaign features global ambassadors Cher, JENNIE, and Grace Jones.
Why it matters
The brand is bridging its mountaineering history with modern pop culture by highlighting the enduring careers of its chosen icons. This strategy aims to connect Moncler's heritage directly with contemporary style audiences.
The collection features 3 brand ambassadors modeling archival pieces, including a white Himalaya puffer and a deep violet Karakorum jacket. The campaign also incorporates historical photography of mountaineer Lionel Terray as a reference point.
The players
Cher
Cher is a legendary American singer and actress known for her decades-long career and status as a global pop culture icon.
JENNIE
JENNIE is a prominent South Korean singer and rapper who rose to international fame as a member of the girl group BLACKPINK.
Grace Jones
Grace Jones is an iconic model, singer, and actress recognized for her influential contributions to music, fashion, and film since the 1970s.
Gabriel Moses
Gabriel Moses is a photographer and director known for his visual work on various high-profile fashion campaigns and artistic projects.
Moncler
Moncler is an Italian luxury fashion house globally recognized for its high-end outerwear and mountaineering heritage.
The details
Director Gabriel Moses created a campaign film and portrait series that places the three stars as focal points amidst a surrounding crowd. Each artist wears specific archival items, such as JENNIE in a black Karakorum puffer or Cher in a classic black Verone jacket.
Timeline
The Re/Icons campaign was launched on October 15, 2026.
Culture Shift
The campaign reflects a broader industry trend of luxury labels leveraging deep-archive heritage products to capture younger demographic interest. By positioning legendary performers against historical mountaineering gear, Moncler reinforces the timeless nature of its core products.
Consumers interested in the collection can expect to see these specific archival pieces featured across major brand marketing channels internationally. The campaign highlights how modern style trends are increasingly incorporating functional heritage outerwear into daily luxury wardrobes.
The takeaway
Moncler's focus on heritage demonstrates how brands can successfully utilize iconic figures to modernize long-standing product lines. Fans looking to adopt this aesthetic can look for archival-style puffers and vests that prioritize both technical performance and high-fashion silhouettes.
Further reading
Explore the latest trends and updates in the Fashion section.
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Do you think fashion brands effectively modernize their image by partnering with legendary older icons?
