Moncler brings together three cultural icons to celebrate individuality, creative freedom and the pioneering spirit that has shaped the brand’s heritage.

Cher, Jennie and Grace Jones take centre stage in <a href="https://www.lofficielsingapore.com/fashion/all-the-stars-at-moncler-new-york-fifth-avenue-flagship-opening-cocktail" title="All the Stars at Moncler's Fifth Avenue Flagship Opening Cocktail" target="_blank" rel="noopener">Moncler</a>’s Re/Icons campaign, celebrating three women who have forged their own paths and challenged conventions. Shot and directed by Gabriel Moses, the campaign draws inspiration from archive photographs of Lionel Terray, the mountaineer who helped shape <a href="https://www.lofficielsingapore.com/fashion/all-the-celebrities-at-moncler-summer-pop-up-seongsu-seoul-fashion-celebrities-mingyu" title="All the Celebrities at Moncler's ‘Have A Puffy Summer’ Pop-up in Seongsu" target="_blank" rel="noopener">Moncler</a>’s early history.
Founded in 1952 by René Ramillon in Monestier-de-Clermont, in the French Alps, Moncler began collaborating with Terray in 1954 to develop technical clothing for high-altitude expeditions. Recognising the potential of workers’ down jackets for mountaineering, Terray helped pioneer a new approach to performance outerwear. That same year, Moncler equipped the Italian expedition to K2, followed by the French expedition to Makalu in 1955 and another expedition with Terray to Alaska in 1964.
Building on this legacy, Moses places each performer at the centre of a crowd, using striking cinematic imagery to explore the relationship between individuality and collective identity.
Cher wears a white Himalaya jacket, while Verone appears in black, accessorised with a yellow scarf reminiscent of Bob Mackie’s iconic scarf dress from The Cher Show. In the accompanying film, Cher uses the scarf to recreate the show's opening gesture, signalling to the dancers around her. Reflecting on what it means to be a pioneer, she says, “Having a pioneering spirit means living with determination. Pioneers were strong people. It means continuing, not giving up, and knowing how to be grateful.”

Jennie, one of K-pop’s most recognisable stars, wears a black Karakorum jacket with a caramel-coloured Tibb vest. Emerging from a diverse crowd, she represents a generation that embraces individuality and self-expression. “My most extraordinary dream,” she says, “is to continue discovering new versions of myself that I don't yet know. To continue creating freely, to live new experiences, and to never stop dreaming bigger.”
Meanwhile, Grace Jones wears a deep-purple Karakorum jacket, referencing her creative partnership with director Jean-Paul Goude. Surrounded by figures that mirror her distinctive features and stage make-up, she embodies the fearless individuality that has defined her career. For Jones, being a pioneer means embracing the seemingly impossible. “I like those challenges that make me feel like I've achieved something that previously seemed impossible,” she says.
Through Cher, Jennie and Grace Jones, <a href="https://www.lofficielsingapore.com/fashion/moncler-actors-al-pacino-robert-de-niro-friendship-first-campaign-warmer-together-outerwear-warmth" title="Al Pacino and Robert De Niro Reflect on Their Friendship in Moncler's 'Warmer Together'" target="_blank" rel="noopener">Moncler</a>’s Re/Icons campaign connects its mountaineering roots with a contemporary celebration of individuality, creative freedom and the courage to forge your own path.

Moncler Re/Icons Campaign Celebrates Jennie, Cher and Grace Jones

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