Moncler Puts Cher, Grace Jones, and JENNIE Through Its Own Archive in "Re/Icons"

Moncler's Fall/Winter 2026 Re/Icons campaign, shot and directed by Gabriel Moses, pulls its visual language straight from archival portraits of Lionel Terray, the mountaineer who was Moncler's first-ever collaborator. The brand is explicit about the point: the "Re" prefix signals reinterpretation, not nostalgia, and the mountains are framed as a starting point, not a mood board. Each of the three women is styled as someone who, like Terray, went somewhere no one had gone before, just in music or image-making instead of altitude.

Cher wears the white Himalaya and black Verone jackets with a bright yellow scarf that nods to the Bob Mackie scarf dress from The Cher Show, and the accompanying film has her recreate the original's reveal moment, pulling the fabric to set surrounding dancers in motion. JENNIE wears a black Karakorum jacket and caramel Tibb vest, standing at the center of a crowd of faces from around the world, about as literal a visual metaphor for "K-pop to global pop culture" as a creative team could ask for. Grace Jones gets the deep violet Karakorum and the campaign's most pointed styling: lookalikes in her signature stage makeup surround her, blurring the line between the original and the icon, a direct callback to her collaborations with Jean-Paul Goude.

The risk in this kind of archive-mining campaign is that it reads as star power borrowed to cover for a thin creative idea. Picking three women who each own a different decade and a different medium, longevity, global expansion, and radical reinvention, is the part that actually does the strategic work here. That's a tighter thesis than most "legendary icons" campaigns bother to build.

Source: WWD

Kyle Duford, Founder & Editor, BRNDWIRE. More from Kyle →